Retail

Grocery stores are no longer the best place for some consumer brands

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Getting mass distribution on the shelves of huge retailers may not be the best way forward for new consumer-goods brands, according to the co-founder of a new venture capital (VC) business The Craftory.

Elio Leoni Sceti, a former Reckitt Benckiser and Procter & Gamble executive, founded the company in May 2018, and its website describes it as “counter-corporate and anti-traditional VC,” with a focus on cause-driven consumer goods.

It invests in “challenger” companies that have at least $10 million in sales, aiming to grow them to $100 million-plus, but Leoni Sceti advises against doing deals with large retailers, for fear of compromising their standards, being pushed to reduce their…



Source cnbc.com

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