Getting your product into major home improvement retailers like Home Depot or Lowe’s can be a game-changing opportunity for your business. These retail giants attract millions of customers every week, offering unmatched visibility and sales potential for hardware, home improvement, and building product brands.
But breaking into these big-box retailers isn’t as simple as sending an email or filling out an online form. You’ll need a solid strategy, careful preparation, and persistence to catch the attention of their buyers.
In this guide, we’ll walk you through the key steps and strategies to get your product into Home Depot or Lowe’s successfully.
1. Research the Market and Your Competition
Before pitching your product, take the time to research the market and the retailer’s existing product assortment. Browse Home Depot’s and Lowe’s websites and store aisles to see what’s already being sold.
Ask yourself:
- Does your product fill a gap in their current selection?
- What brands are your main competitors?
- How does your product offer a unique benefit or solve a problem better than others?
Understanding the market landscape and retailer needs will help you tailor your pitch and position your product as a valuable addition to their lineup.
2. Understand Home Depot and Lowe’s Buyer Requirements
Each retailer has specific product submission requirements and compliance standards—including packaging, pricing, quality, safety certifications, and logistics.
Home Depot and Lowe’s buyers are data-driven and expect proof of product-market fit. Before reaching out:
- Ensure your product meets their packaging and labeling standards.
- Confirm your pricing structure leaves enough margin for the retailer.
- Prepare your sales data, customer reviews, and marketing materials to demonstrate demand.
Meeting these requirements upfront saves time and shows buyers that you’re prepared to operate at their level.
3. Craft a Compelling Product Pitch
When you finally connect with a buyer, you’ll have a limited window to grab their attention—so your product pitch must be clear, concise, and persuasive.
Focus on:
- The unique value proposition (what makes your product different).
- How your product drives incremental sales or attracts new customers.
- Evidence of strong consumer demand—such as online reviews, media coverage, or social proof.
Back your claims with data and visuals—including sell-through rates, testimonials, or demo videos. A polished, professional pitch deck can make a strong impression.
4. Build and Nurture Buyer Relationships
Securing shelf space at Home Depot or Lowe’s often comes down to relationships and timing.
Buyers are constantly approached by hundreds of brands, so standing out means building trust over time. Attend industry trade shows, hardware expos, and networking events where retail buyers are present. Introduce yourself, listen to their needs, and follow up respectfully after the event.
You can also reach out through email or LinkedIn, but always be professional, concise, and patient. Building credibility takes time, but these relationships are crucial for long-term retail success.
5. Explore Multiple Distribution Channels
While your ultimate goal may be getting your product on the shelves, consider starting with online listings on HomeDepot.com or Lowes.com. Selling online first allows you to prove sales performance and gather consumer data that strengthens your future pitch for in-store placement.
You can also partner with distributors or sales reps who already have existing relationships with these retailers. This can help you navigate the process more efficiently and avoid common pitfalls.
6. Stay Persistent and Keep Refining Your Strategy
Getting your product into Home Depot or Lowe’s doesn’t happen overnight. You may face rejections or delays along the way—but persistence and preparation are key.
Continue refining your pitch, strengthening your data, and seeking feedback from buyers or industry mentors. Every interaction is a chance to improve your positioning.
Remember: many successful brands faced multiple rejections before finally landing their first big-box retail deal.
Conclusion
Securing a spot on the shelves of Home Depot or Lowe’s can dramatically increase your brand’s visibility, credibility, and revenue potential. However, success requires thorough research, compliance readiness, strong relationships, and persistence.
If you’re serious about expanding into big-box retail but aren’t sure where to start, Retailbound can help.
Since 2008, our team of former retail buyers and channel experts has helped countless product brands launch, scale, and manage retail programs across more than 150+ major retailers in the U.S. and Canada.
📞 Contact Retailbound today to learn how we can help you prepare your product and pitch to Home Depot, Lowe’s, and other leading retailers.
About the Author
Yohan Jacob is the President and Founder of Retailbound, a full-service retail channel management agency that helps product brands launch and grow in major retailers across North America. With over 25 years of retail experience, Yohan and his team specialize in retail strategy, buyer engagement, channel marketing, and sales management to help brands increase their retail presence both in-store and online.
