Practical Insights for International Brands Seeking Success in Germany
Germany’s retail market is one of the largest and most sophisticated in Europe. With over 83 million consumers, strong purchasing power, and a culture that values quality and reliability, it offers huge potential for international brands.
But it’s also a demanding and structured market. Retailers have long-standing supplier relationships, established category systems, and high expectations for professionalism. Furthermore, they demand competitive pricing. Getting listed is one thing. Staying listed is another.
When companies start exploring Germany, they typically consider one of three approaches:
- Working with a distributor
- Selling directly to retailers
- Building their own sales team
Each can work under the right conditions, but each comes with its own challenges.
1. Partnering with a distributor
We hear it over and over. For many brands, finding a distributor seems like the obvious first step. The idea is straightforward: a local partner purchases your products, handles logistics, and sells them to retailers. The main reason why it is so appealing for companies is that it is seemingly the cheapest option and, at the same time, generates immediate revenue.
In reality, it’s rarely that straightforward. Finding a suitable distributor takes time, and convincing them to take on a new product is often difficult. Without strong existing references in the German market, most distributors are unlikely to bother setting up a meeting. And even if a distributor agrees to a first order, the brand still needs to provide localized packaging, sales materials in German, and marketing support to help sell the products into stores. In many cases, distributors lack their own sales force and rely on the manufacturer to cover sales and marketing.
Without all this, products risk sitting in warehouses instead of reaching shelves. Distributors can open doors, but they don’t replace the need for market preparation and active demand creation.
2. Selling directly to retailers
Some companies decide to go straight to retailers. It feels like the most direct route. Once you get listed at a major chain, you can start shipping. Simple!
However, German retail is much more complex than it looks from the outside. Many brands assume that once they’ve sold to the central buying department of large chains like REWE or EDEKA, the job is done. But that’s not how it works in practice.
Both premium supermarket chains, REWE and EDEKA, operate through independent franchise stores. Central buying approves the products and adds them to the system, but individual store owners decide what to actually stock. Getting listed centrally only means that the product can be ordered, not that it will be.
To generate real sales, someone still needs to convince the individual store managers to try the product, explain its advantages, and ensure visibility on shelves. Without local sales work and follow-up, there’s a high risk that the initial central order will be the last one.
Retailers appreciate suppliers who stay engaged, visit stores, and actively support them, rather than just sending samples and waiting for reorders.
3. Building your own sales team
Hiring a local sales team gives brands full control and presence in the market, but it’s a significant investment.
An experienced sales professional in Germany costs four to five times more than a specialized market entry partner. And most new hires start from scratch. With no existing contact list, few retail relationships, and the first months spent building a network rather than driving sales.
This is natural, but it means that early progress is often slow and expensive. For brands still testing the market, this path tends to come too early.
How RegalPilot does it differently
Real success in the German market, retail or otherwise, depends on preparation, local execution, and consistent follow-up. Getting listed or finding a distributor is only the start. What matters most is keeping relationships alive, collecting feedback, and ensuring that both retailers and partners remain satisfied.
That’s exactly where RegalPilot comes in. With our new program specifically designed for international F&B companies, we bundle our ten years of expertise in market entry in Germany and our deep knowledge of German retail. We bridge the gap between strategic readiness and daily sales execution. Our work begins with thorough market preparation, tailoring packaging, sales materials, and messaging to meet German expectations. Once that foundation is set, we activate our network of more than 1,350 retail contacts across the country to open relevant doors and create tangible traction.
But what truly sets our approach apart is what happens after the sale. We maintain close contact with stores, gather feedback, and ensure retailers remain happy and supported. This ongoing relationship management is highly valued, not only by German retailers, who appreciate reliable and proactive partners, but also by German manufacturers, who recognize the importance of maintaining long-term cooperation and transparent communication. We don’t disappear after the first listing or order. We keep the dialogue going, address issues early, and make sure the products continue to perform in stores.
This continuous engagement builds trust, strengthens reputation, and turns first orders into lasting market presence.
Why we don’t work on commission
We’re often asked if we work purely on a commission basis. The answer is no.
Commission-only selling might sound appealing, but it doesn’t work in Germany. Building trust, preparing professional materials, and maintaining consistent contact with retailers and manufacturers all require time, expertise, and structured effort. These are not one-off sales tasks; they are part of a long-term process that demands real investment.
If you want to enter the German market, you have to plan for that investment. Market entry costs money. There is no way around it. Germany rewards professionalism, preparation, and persistence, not shortcuts.
Our project-based model reflects this reality. It enables us to allocate the appropriate level of attention and resources to effectively represent each brand and achieve sustainable, long-term results.
A realistic path to success
Germany offers huge opportunities, but it rewards those who take it seriously. There’s no shortcut, but there is a smarter and more sustainable way.
RegalPilot provides a structured, realistic path into Germany: built on professional preparation, a trusted network of 1,350+ retail contacts across Germany, and an approach focused on maintaining strong relationships with both retailers and manufacturers. Because in Germany, getting listed or signed is only the beginning. Staying relevant and trusted is what truly counts.