Identifying “white” space for brand growth
We began working with a brand with 2 sku’s. OMG identified the brand as one with the willingness and resources to grow, but didn’t necessarily have expertise to deliver on their aspirations.
WHAT DID OMG DO?
With our category expertise, we identified “white space” within the category where this brand could add value and consolidate brand messages for Target. By growing the brand, it created synergies that allowed Target to invest resources into the brand. Today, a significant portion of the assortment is comprised of product opportunities identified by OMG.
As partners for over 15 years, OMG and this brand continue to experience strong growth and they have become one of Target’s most important vendors, earning several Vendor of the Year awards.
OMG is the most strategic Rep group I work with-a trusted partner who I can count on to help me grow my business. — Target Merchant
Educating brands to fully understand the opportunity in partnering with Target
We identified an emerging brand that was growing at a key benchmark retailer in the category. With growth in their plans, there was some hesitancy initially to enter into the mass retailer channel of distribution.
WHAT DID OMG DO?
With our knowledge of the category and in particular Target, we helped the brand fully understand the opportunity in partnering with Target versus other potential retail partners. We also trained them to understand the complexity and what it takes to do business at Target successfully. These planning discussions took place over a few years prior to launching their first test stores at Target.
Both the brand and Target were ready to test. With a collaborative agreement to start small and build, this ensured the brand was setup for early success while preparing for long term sustainable growth. With immediate strong performance, this brand has significantly grown each year at Target since the test, and is the fastest growing and one of the most productive brands in the category.
For the companies that we invest in, we recommend OMG as one of the top firms working with Target. Simply put, they execute and drive results. — Consumer Brand Investor