About Sell2Retail
An execution-led retail growth partner
We help Australian brands become retail-ready and, when the time is right, actively pursue retail opportunities through hands-on sales representation and account development.
Who we are
Built on real retail experience
Sell2Retail was founded to close the gap between having a great product and actually getting it into retail. Many brands are told to “get retail-ready” — but readiness alone doesn’t open accounts. Execution does.
Drawing on decades of hands-on experience across Australian retail channels and major banners, we help brands build a credible retail proposition and, when the timing is right, put experienced sales capability behind it — engaging buyers and developing accounts as an extension of your team.
We’re led by Peter Sullivan and work with founder-led and emerging brands who want practical, commercially grounded help — not theory, and not false promises.
How we work
What guides our approach
A practical, commercially honest way of working — focused on helping brands make genuine progress in retail.
Retail-literate, not theoretical
We work from real commercial experience of how Australian retail buyers think and how ranging decisions are actually made.
Readiness plus execution
We prepare brands for retail and, when the fit is right, act as an extension of their commercial team to take them to market.
Founder-friendly
Practical, productised support designed for founders and lean commercial teams — clear scope and no agency jargon.
Honest and commercial
We are straight about timing, category fit, margin and supply, and we focus effort where there is a realistic commercial case.