16th September 2026
Most of the brands that come to us have already proven the hardest part: people want what they’re selling. The online sales prove it, the repeat customers prove it, the reviews prove it.
Getting the product onto a physical shelf, whether that’s a major grocery chain, a wholesale depot, or an independent store, is an entirely different game. It runs on different rules, different buyers, different margins, and a different definition of success. It’s where we’ve watched too many good brands stall.
That’s exactly why we built out Infinity Blue Group’s Retail and Wholesale Growth practice, delivered through Rocket Fuel Strategies: a specialist team that joined Infinity Blue Group, bringing years of hands-on retail and wholesale experience with them.
This isn’t a bolt-on service. It’s built around people who’ve spent their careers doing exactly this: taking a brand from a strong idea to real shelf presence, and from shelf presence to genuine, repeatable sales.
Our Head of UK Wholesale, David Wilcock, took Snacksters from £12m to £34m across brand and own-label UK sales. He grew Quarterpast from £37,000 to £750,000 in UK sales in two years, and scaled SHOTT Beverages from £185,000 to £1.5M in four years.
That kind of track record matters, because retail and wholesale distribution rewards experience in a way few other channels do. You can’t learn ranging windows, margin architecture or shelf-life requirements from a textbook. You learn them from years of doing it, including the years it didn’t go to plan.
One thing our team is consistent about: winning a listing isn’t the win. David has a story about a European soft drink brand that won distribution into cash & carries and symbol groups right across the country. On paper, it looked like a huge success. But nearly all the investment had gone into winning the shelf space, with almost nothing left to build consumer demand. Six months later, the brand spent almost as much clearing stock out of the market as it had spent getting it in.
Distribution creates availability. On its own, it doesn’t create demand, awareness or repeat purchase. That’s the gap we exist to close – not just opening doors, but making sure what happens after the door opens actually works.
We work as an extension of your commercial team, not simply a sales or introductions agency. That means understanding your pricing architecture and route to market from day one, building a genuine 90-day plan to get to market, and staying involved through ranging and activation – because a product isn’t a success until it’s selling through and getting reordered.
If Retail and Wholesale growth is somewhere on your roadmap, the earlier you bring that thinking in, the more room there is to get it right. If you’d like to talk through what that could look like for your brand, get in touch, part of Infinity Blue Group, to discuss the opportunity.