Every founder wants to see their product on the shelf at Sephora or Ulta. It feels like the ultimate validation. But I've seen more brands go bankrupt because of a retail deal than because they didn't have one.

Retail is expensive. Between the margins, the marketing spend requirements, the shipping costs, and the risk of returns, your 'profitable' DTC brand can quickly become a loss-maker.

If you don't have the team to support a retail launch, or the cash to fund the inventory required, say no. If the retailer is asking for an exclusive that cuts off your other growth channels without guaranteed support, say no.

Wait until you're ready. The shelf will still be there in a year. But your brand might not be if you jump too early.