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In this Retail Readiness Round, Roberta sits down with Billie Asmus, creator and Founder of Repaint Studios, to break down what founders actually need to know before bringing an innovative product to retail shelves.

Billie shares real-world insights on why market research must come before manufacturing, how skipping this step can lead to costly inventory mistakes, and what founders should validate before investing time and money into a new product. If you’ve ever thought “this is such a great idea, it has to sell,” this conversation is your reality check.

She also dives into a truth many founders don’t realize until it’s too late: getting on the shelf is just the beginning. Billie explains why continued buyer communication, customer education, and post-launch support are critical to earning reorders and sustaining retail success.

Finally, Billie breaks down which trade shows and entrepreneurial communities have been most valuable in her journey from industry-specific shows like the National Hardware Show to founder-focused networks like Entrepreneurs’ Organization and why not every trade show is worth the investment.

If you’re a product-based founder preparing for retail, already on shelf, or deciding where to invest your time and dollars, this episode delivers practical, experience-backed guidance you can apply immediately.

Listen to the full episode released Jan 5th, 2026.

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How to Follow Shelf Talks Podcast on social:

Instagram: https://www.instagram.com/shelftalkspodcast/
Linkedin: https://www.linkedin.com/company/shelf-talks-podcast

Love what you hear on Shelf Talks? You can now support the podcast. Every contribution helps bring more indie voices to the mic. Thank you for being part of this journey! ✨

https://www.buzzsprout.com/2411532/support

Contact us via email: Hello@shelftalks.com

Reach out if you know of a female founder with an impactful brand and retail story and leave a review if you found value in this episode! Hello@shelftalks.com

Purchase the book Shelf Talk: A step by step guide to launching your product in Retail Stores by Roberta Townes Buy Book

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How do you turn a simple DIY frustration into a retail-ready product that lands on major store shelves?

In this episode of Shelf Talks, host Roberta Townes sits down with Billie Asmus, creator and founder of The Repaint Tray, to break down how a personal problem while flipping furniture turned into a disruptive product now sold in Lowe’s, Home Depot, and Ace Hardware.

Billie shares the real behind-the-scenes journey of building a physical product from scratch from a $50 DIY prototype to pitching retail buyers without sales data, navigating inventory challenges, educating consumers in a traditional category, and advocating for proper in-store execution.

This episode is a must-listen for product-based founders, emerging brands, and entrepreneurs looking to get their products retail ready and onto store shelves.

You’ll learn:

• How to identify retail-worthy problems hiding in everyday frustrations
• What retail buyers look for when a product creates a new shelf space
• How social proof can replace sales data in early buyer pitches
• The realities of launching in big box retail (and what happens when execution goes wrong)
• How to educate consumers and store associates on an innovative product
• What it really takes to scale inventory, funding, and operations as a solo founder

Whether you’re preparing to pitch retailers, navigating your first retail launch, or building confidence as a founder, this conversation offers practical retail strategy, honest lessons, and inspiration from someone who’s done it fast and done it right.

The Repaint Tray Website: Link

The Repaint Tray Instagram: Link

Support the show

How to Follow Shelf Talks Podcast on social:

Instagram: https://www.instagram.com/shelftalkspodcast/
Linkedin: https://www.linkedin.com/company/shelf-talks-podcast

Love what you hear on Shelf Talks? You can now support the podcast. Every contribution helps bring more indie voices to the mic. Thank you for being part of this journey! ✨

https://www.buzzsprout.com/2411532/support

Contact us via email: Hello@shelftalks.com

Reach out if you know of a female founder with an impactful brand and retail story and leave a review if you found value in this episode! Hello@shelftalks.com

Purchase the book Shelf Talk: A step by step guide to launching your product in Retail Stores by Roberta Townes Buy Book

Send us a text

In this FOUNDER'S FLASHBACK from episode Ep 33 host Roberta interviews Candace Wu, co-founder of Wonder Monday, a brand that is redefining cheesecake with healthier options. Candace shares her journey from technology consulting to entrepreneurship, the challenges of product development, and the strategies for entering the competitive retail market. She discusses the importance of understanding consumer needs, building relationships with retailers, and the marketing strategies that have contributed to their success. The conversation also touches on future plans for expansion and the significance of innovation in the food industry.

Chapters

00:00 Introduction to Wonder Monday
02:16 The Journey to Entrepreneurship
05:04 Innovating Cheesecake: The Product Development Process
08:20 Entering the Retail Space
12:45 Marketing Strategies and Consumer Feedback
16:50 Building Relationships with Retailers
21:06 Future Plans and Expansion
24:47 Retail Readiness Round: Key Insights


Wonder Monday Website: link

Wonder Monday Instagram: @wondermonday

Support the show

How to Follow Shelf Talks Podcast on social:

Instagram: https://www.instagram.com/shelftalkspodcast/
Linkedin: https://www.linkedin.com/company/shelf-talks-podcast

Love what you hear on Shelf Talks? You can now support the podcast. Every contribution helps bring more indie voices to the mic. Thank you for being part of this journey! ✨

https://www.buzzsprout.com/2411532/support

Contact us via email: Hello@shelftalks.com

Reach out if you know of a female founder with an impactful brand and retail story and leave a review if you found value in this episode! Hello@shelftalks.com

Purchase the book Shelf Talk: A step by step guide to launching your product in Retail Stores by Roberta Townes Buy Book