For many North American CPG brands, the European market represents a "final frontier" of growth – a massive, diverse opportunity that is as complex as it is rewarding.

But crossing the Atlantic requires more than just a great product; it requires a deep understanding of local nuances, cultures, and logistics. Having “boots on the ground” in the form of a distributor can help.

At ECRM's recent European Sessions in Frankfurt, Germany, which spanned several categories including wellness, personal care, baby & infant and pet, I sat down with Karolina Zabrzeska, Managing Partner of Bestsellers Distribution, which works with brands across a wide range of categories from North America, Europe and Asia looking to enter the the Polish market, to discuss why a distributor isn’t just a middleman, but a vital extension of your brand’s team. (Watch our full video interview below).

The "Boots on the Ground" Advantage

Europe is not a monolith. Entering the market means navigating a patchwork of countries, each with its own cultural expectations, pricing and consumer preferences. A distributor provides the essential roadmap for this journey.

"We’re divided into different countries with completely different cultures, completely different approaches to brands and completely different price points,” says Zabrzeska. “We kind of need to lead you through what would be the best for your brand." 

This cultural expertise extends beyond just where the product sits on a shelf; it impacts the very core of your brand's identity in a new region. Even a brand’s target demographic can shift when crossing borders. "A target group can vary sometimes from one country to another country," Zabrzeska notes.

More than just logistics

While many think of distributors solely in terms of warehousing and deliveries, the value distributors like Zabrzeska and her team at BestSellers provide is far more holistic. They act as a strategic partner, handling everything from brand strategy to determining which channels to approach, how to build a marketing plan that resonates locally and can also help manage the complexities of stock levels and deliveries, whether your product is coming from another continent or a neighboring country.

What’s more, they also can help with buyer relationships in a brand’s target regions. "It’s very crucial to have a distributor that knows who's on the other side,” says Zabrzeska. “Who knows what kind of presentations they like to receive, for example. Buyers are extremely busy people, and you don't want to lose your moment of approaching them." 

Spotting opportunities in Poland and beyond

Entering the Polish market – the region that BestSellers services, for example, requires a keen eye for shifting demographics and price sensitivity. With a growing population, including a significant influx of consumers from Ukraine, the market is ripe for innovation, according to Zabrzeska.

However, brands must be prepared for the economic realities of the region. "Price will always be the biggest issue,” says Zabrzeska. “We have to go as low as possible in Europe. I think we're the cheapest market in Europe at the moment.”

Finding the right fit

So, what is a distributor like Bestsellers looking for when they meet with brands at an ECRM European Session? For Zabrzeska, it’s about differentiation and innovation. Whether it's a new approach to beauty, products for the menopause category, or her personal "dream" category of pet care, the goal is to find brands that don't cannibalize existing portfolios.

Ultimately, the most successful partnerships are built on a foundation of shared vision and relationship-building. "With most of our brands, we’ve had a close relationship from the beginning,” says Zabrzeska. We get to really know the brand owner, how they think, how we think, and then we merge it together, and build the plan that we’re both happy with.”
 

Watch the full video interview here!