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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...

Most brands fail in German retail before they even enter. Not because the product is bad, but because they misunderstand the system. This podcast explains why, from someone who spent 16 years deciding what goes on the shelf. Hosted by Jan Wapelhorst, former buying director at EDEKA, REWE, and Lidl. New episodes starting April 2026.