Former Coles Local buyers are getting Australian-owned small to medium brands into the FMCG space by “doing things differently”.
Since its 2019 launch, Ranged has quickly risen in the ranks of the FMCG world to get innovative food and beverage brands stocked into big-name retailers including Coles, Woolworths, Chemist Warehouse, Sephora, Priceline, and 7-Eleven. The company is said to be on track to do over $100 million in retail sales this year.
Jessica Gordoun, Mark Roestenburg and Adam Morris saw the need for small to medium Australian suppliers with innovative, quality products to make it into major retail chains.
“For brands to thrive they need two components firing simultaneously – brand awareness and brand availability,” says Ms Gordoun, who is Ranged’s Managing Director.
“Ranged selectively partners with brands who are great at creating brand awareness and then works on maximising their availability in key retailers.
“Retailers who understand the value these brands bring in mobilising incremental customers to the aisle is ultimately the recipe to great retail success.”
Ranged currently has 20 well-known brands as clients including Muscle Nation, Funday Natural Sweets and Mingle Seasoning. Just this year alone, the company says it has landed several million-dollar retail contracts with Coles, Woolworths and Chemist Warehouse for successful Australian e-commerce brands across the grocery, confectionery, health and beauty categories.
With such fast growth, the team has extended its services into product development, sales and data analysis, as well as order processing and planning to support brands with sales and DIFOT performance.
“We are focused on providing services and expertise in areas brands require in order to make the retail experience better for retailers, customers and the brands themselves and we will continue to expand as the market requires,” says Mr Roestenburg, Ranged’s Director of Strategic Accounts.