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Shelf Talks
Shelf Talks is the go-to podcast for female founders, product-based entrepreneurs, and emerging brands who want to learn how to get their products into retail stores and thrive once they’re there.
Hosted by Roberta Townes, a seasoned retail buyer, each weekly episode features unfiltered conversations with founders who’ve landed on shelves at top retailers. You’ll learn exactly how they pitched to buyers, built retail partnerships, scaled wholesale distribution, and grew brand awareness all while navigating the real challenges of building a product-based business.
If you’re ready to turn your product into a retail success story, discover what retail buyers look for, and gain insider tips on wholesale strategy, retail readiness, and in-store growth, this is your podcast.
New episodes drop every week, subscribe to Shelf Talks and learn how to get your brand retail-ready and thriving on the shelf.
Also if you are looking for more knowledge, host Roberta Townes book 'Shelf Talk: A Step by Step guide to getting your Product in Retail Stores' is available on Amazon.
Shelf Talks
Scaling Smart: Product, Pricing & Pivoting with Scout Brisson CEO of De Soi
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In this episode of Shelf Talks, I’m joined by Scout Brisson — co-founder of functional cookie dough brand Deux and current CEO of De Soi, the non-alcoholic apéritif brand co-founded with Katy Perry.
Scout takes us inside her journey from management consulting to leading not one, but two standout brands in the crowded world of CPG. We dive into the real behind-the-scenes of building product-market fit, pitching to skeptical retailers, and standing out in a category that didn’t even exist yet.
You’ll hear:
- Why packaging and pricing can make or break your shelf success
- The importance of forecasting, iteration, and customer feedback
And her strategy for getting De Soi into stores, menus, and the hands of consumers — without relying solely on digital
Plus, Scout shares honest reflections on founder pressure, what it’s really like to lead a celebrity-backed brand, and how she's staying focused on building smart, sustainable growth.
Whether you’re launching your first product or looking to scale into retail, this episode is full of golden insights and founder wisdom you don’t want to miss.
Press play and get ready to take notes!
Chapters
00:00 The Journey of a Female Founder
03:43 Launching Dough During COVID
06:47 Building a Brand Identity
08:09 Transitioning to CEO of De Soi
10:18 Navigating Retail Challenges
12:13 Convincing Retailers to Stock New Products
14:20 Adapting Pricing Strategies
16:17 Aha Moments in Packaging
20:22 Learning from Customer Feedback
21:57 Strategies for Brand Growth
25:17 Key Events for Brand Awareness
27:19 Differentiating in a Crowded Market
29:52 The Importance of Iteration in Product Development
30:56 Manufacturing Challenges and Inventory Management
33:47 Forecasting and Inventory Strategies
36:21 Driving Consumer Awareness in Retail
39:10 Measuring Marketing Effectiveness
42:35 The Value of Exclusivity in Retail Partnerships
46:03 Future Vision for DeSois and Product Innovation
De Soi Website: https://drinkdesoi.com/De Soi Instagram: https://www.instagram.com/drinkdesoiScout's LinkedIn: https://www.linkedin.com/in/scout-brisson-558674121
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Contact us via email: Hello@shelftalks.com
Reach out if you know of a female founder with an impactful brand and retail story and leave a review if you found value in this episode! Hello@shelftalks.com
Purchase the book Shelf Talk: A step by step guide to launching your product in Retail Stores by Roberta Townes Buy Book