Success with America's largest retailers requires a deep understanding of how large-scale retail operations function, according to retail veteran Mitch Gould. Retailers including Walmart, Costco, and Home Depot have intensified their requirements around pricing discipline, supply chain reliability, and regulatory compliance, leading to more rigorous evaluation of brands than ever before.
Gould, who has more than three decades of experience in national retail distribution, has worked directly with Walmart on large-scale product launches across thousands of stores. He emphasizes that Walmart evaluates performance continuously. Once a product gains approval, the critical test becomes whether a brand can maintain consistent supply. Execution breakdowns typically result in product removal from shelves.
Walmart, founded in 1962 by Sam Walton, has grown into the world's largest retailer with over 10,000 stores globally and annual revenue exceeding $600 billion. Its high-volume, everyday-price model depends on reliable replenishment and steady inventory flow, making operational consistency essential for brands seeking long-term placement. Gould's understanding of mass retail originated from early guidance from his mentor R.D. Wells, a consumer distribution leader who knew Sam Walton personally and regularly visited the company's Bentonville headquarters.
That connection became firsthand experience when Gould traveled to Bentonville to present a national launch opportunity, bringing actor Steven Seagal and his energy drink brand Lightning Bolt to Walmart headquarters as part of a rollout that expanded into thousands of stores. Gould explained that Walmart isn't seeking short-term demand spikes but rather products that perform consistently week after week. Shelf longevity depends fundamentally on reliability.
Throughout his career, Gould has worked directly with numerous major U.S. retail chains including Costco, Home Depot, Lowe's, Walgreens, and CVS. While early retail relationships were often built through in-person buyer meetings, today's environment demands year-round engagement across operational readiness, inventory planning, and performance monitoring. Gould continues to advise brands on preparing for and navigating the U.S. retail landscape by focusing on execution, discipline, and long-term sustainability rather than pursuing short-term victories.
The implications for brands are significant. As retailers tighten requirements, companies must invest in robust supply chain systems, maintain pricing discipline, and ensure regulatory compliance to meet evolving standards. This shift affects not only large corporations but also smaller brands aspiring to national distribution. The emphasis on continuous performance evaluation means brands cannot rely on initial product approval alone but must demonstrate ongoing operational excellence.
For the retail industry, this trend toward rigorous evaluation reflects broader movements toward efficiency and reliability in supply chains. Consumers ultimately benefit from more consistent product availability and potentially lower prices resulting from streamlined operations. Gould's insights highlight how the retail landscape has evolved from relationship-driven placements to performance-based partnerships where sustained execution determines long-term success.
