Why Most Brands Fail Before They Even Enter German Retail

Show notes

Episode 1:

Most international brands fail in Germany before they even pitch to retail. Not because the product is bad — but because they misunderstand the system.

In this first episode, Jan Wapelhorst breaks down why German retail operates on completely different logic than most global markets. You'll learn why Category Management is the real gatekeeper, what buyers actually think when they see your product, and why your biggest competitor isn't another brand — it's private label.

If you're planning to enter the German grocery market, start here.

Topics covered: Category Management, buyer psychology, private label dynamics, the 12-week rule, risk-adjusted decision making.

Connect with Jan Wapelhorst on LinkedIn for weekly insights on German retail.

Website: wfr-advisory.com

Email: info@wfr-advisory.com