TORRANCE, CA / ACCESS Newswire / August 14, 2025 / Brian Gould, founder and CEO of TruLife Distribution, urges wellness brands to look at an often underestimated avenue for growth: mid-tier retailers. Gould notes that everyone talks about getting into the biggest national chains or going in on direct-to-consumer sales. However, Brian notes, mid-tier retailers are quietly building loyal customer bases and offering brands something increasingly rare. In his view, they allow you to grow strategically without getting lost in a sea of competitors.”
With decades of experience helping domestic and international wellness and beauty brands establish themselves in the U.S. market, Gould has seen the transformative impact that mid-tier retail partnerships can deliver. These retailers often fall between local boutiques and national mega chains, including regional grocery stores, specialty health chains, and well-curated department stores.
The Case for Mid-Tier Retailers
According to Gould, mid-tier retailers bring several advantages that can directly influence a brand’s long-term success. They often have more flexibility in their buying processes, which allows them to take calculated risks on emerging products.
“These stores have room for innovation,” Gould explained. “They are not as rigid as large chains. They often value working directly with brands to develop custom promotions or product launches. That kind of collaboration is invaluable when you are building your presence in a new market.”
Mid-tier outlets also tend to cultivate stronger community ties. This connection can lead to higher levels of customer trust and loyalty. “When a customer walks into their local regional grocer or specialty store, they feel connected to it,” Gould said. “If that store introduces them to your brand, you are entering the relationship on a foundation of trust.”
The Growth Potential Many Brands Miss
While large national chains offer reach, Gould warns that too big too soon can be detrimental. “If you cannot keep up with production demands, meet strict compliance requirements, or handle aggressive promotional schedules, you risk damaging your brand before it can mature,” he said.
Mid-tier retailers offer what Gould calls “growth pacing.” Brands can gradually scale production, learn from customer feedback, and build operational capabilities without the intense pressure of massive retail partnerships.
“This is not about avoiding the big players forever,” Gould emphasized. “It is about being strategic. Mid-tier partnerships can be a stepping stone that positions your brand for long term success in major chains or large scale e-commerce operations.”
Data Driven and Relationship Driven
Another key factor in mid-tier retail’s strength is the balance between data-driven decisions and human relationships. Brian Gould points out that these retailers increasingly adopt sophisticated analytics to track customer behavior but still value personal interaction with brand representatives.
“In mid-tier retail, you still have a chance to sit down with a buyer, discuss your brand story, and explain why your product matters,” Gould said. “That combination of analytics and human connection is where real growth happens for emerging brands.”
A Call for a Mindset Shift
Gould believes the industry’s obsession with the idea that bigger is always better must change. He encourages brand owners, especially in wellness and beauty, to broaden their definition of success and look for opportunities that align with their capabilities and long-term goals.
“There is a misconception that success is defined by being on the shelves of the largest retailer in the country,” Gould said. “I have seen brands generate consistent revenue, loyal followings, and steady growth through mid-tier partnerships alone. That stability often sets the stage for sustainable expansion.”
TruLife Distribution’s Role in Making the Connection
Through TruLife Distribution, Brian Gould and his team specialize in helping brands identify and secure the proper retail channels for their products, including the often overlooked mid-tier market. From compliance and logistics to sales and marketing support, the company provides end-to-end services to help brands get onto shelves and thrive once they are there.
“We have helped brands get into national retailers,” Gould noted. “Some of our most successful case studies involve brands that embraced the mid-tier strategy first. They built a solid foundation and then scaled when the time was right.”
About TruLife Distribution
TruLife Distribution is a leading U.S. brand management and distribution company that offers logistics, compliance, sales, and digital marketing solutions. With a track record of securing retail placements and boosting online visibility, TruLife partners with domestic and international brands to navigate the U.S. market and achieve sustainable growth.
To learn more visit: https://trulifedist.com/about/
Media Contact:
Name: Brian Gould
[email protected]
Website: https://trulifedist.com
SOURCE: TruLife Distribution
