Expanding into European retail can be a major growth opportunity for consumer electronics and product brands—but navigating the region’s complexity is not easy. At Retailbound, we specialize in helping brands launch and scale in North America. For brands targeting Europe, we highly recommend partnering with Unlock EMEA, one of the most respected sales agencies in the region.
This month, we interviewed Paul McCafferty, Managing Director at Unlock EMEA, to discuss what it takes to successfully sell products in Europe, the biggest mistakes brands make, and how to prepare for international retail expansion.
Who Is Unlock EMEA? What Do You Do?
Paul: Unlock EMEA is Europe’s leading sales agency for innovative consumer electronics brands. Our team of 11 senior professionals—based in the UK but traveling constantly—has helped more than 50 brands launch and scale across Europe, generating over $250M in incremental revenue.
We’re passionate about design, innovation, and products that truly solve consumer problems. Over the years, we’ve represented some of the world’s most well-known CE brands and helped them become household names across EMEA.
Our role is to:
- Bring high-quality opportunities to our brand partners
- Help negotiate favorable distributor agreements
- Actively manage distributor relationships
- Build a long-term retail strategy across Europe’s fragmented markets
- Guide brands on packaging, compliance, local laws, marketing, and pricing
As Managing Director, I lead our team alongside our Founder and leadership group to steer the Unlock EMEA ship.
What Do You Look for When a Brand Wants Unlock EMEA to Represent Them?
Paul: We receive a lot of inbound requests from brands wanting to enter Europe. Most underestimate how complex the journey will be, so we spend time upfront educating them on what success requires.
The first thing we evaluate is the product. If we’re not genuinely excited about it—and confident we can sell it—we won’t move forward. If it passes that test, we schedule a structured discovery call.
During this initial call, we dive into:
- Product roadmap
- Marketing strategy
- Vision
- Urgency and timing
- Competitive differentiation
We often compare brand building to preparing a great meal. You need the right mix of ingredients. Missing one is manageable; missing several means the end result will disappoint. If the “ingredients” aren’t there yet, we pause and guide the brand on what to improve before revisiting the conversation.
Red Flags That Make Us Decline a Client
- Entering saturated categories with little or no USP
- Lack of clear differentiation
- Unrealistic expectations or lack of patience
- Poor alignment with the team’s culture or communication style
What Is the Best Path for Smaller Brands Entering European Retail?
Paul: Europe is large and fragmented—different cultures, regulations, and retail ecosystems. Trying to launch in every market at once is a fast track to burnout.
Instead, we recommend:
1. Start With 7–10 Tier-1 Countries
These markets represent 70% of the total retail opportunity in EMEA.
2. Choose One Strong Distributor per Country
Although some distributors cover multiple regions, most brands succeed faster with country-specific specialists. Unlock EMEA has spent more than a decade mapping the right partners and building deep personal relationships.
3. Create a Focused Retail Plan
Begin with a narrow and deep approach—work with a select group of the most relevant retailers to establish brand credibility.
4. Combine Retail with Scrappy Marketing
Localized content, targeted ads, and strong visual assets help gain traction quickly.
5. Be Patient and Budget for a Runway
Breaking into European retail takes time. No brand has ever told us, “Wow, this went faster than expected!”
How Has the Retail Landscape Changed Since COVID-19? What Advice Do You Have for Startups?
Paul: Retail in Europe continues to face headwinds. Some retailers are shrinking or closing, but others are adapting and thriving by focusing on innovation and customer value.
For startups entering European retail today:
Be creative in your outreach.
One major UK buyer told me he receives 80+ cold emails per day. Anything generic or long-winded goes straight to the trash.
Know your customer deeply.
Collect real consumer feedback and continually refine your product and messaging.
Invest in world-class assets.
High-quality photos and video matter more than ever.
Seek expert guidance.
Talk to partners like Retailbound or Unlock EMEA to validate your assumptions and avoid costly mistakes. Hiring experienced teams who “have been there and done it” is the smartest investment a brand can make.
Why Do You Enjoy Working with Retailbound? What Makes Us Different?
Paul: The key word is integrity. Retailbound operates with honesty and transparency—qualities that matter in this industry.
Reputation is everything. Like Unlock EMEA, Retailbound is known for educating brands, setting realistic expectations, and delivering on those expectations. Many agencies will tell brands what they want to hear; Retailbound tells them what they need to hear, based on decades of experience.
That level of truthfulness and expertise sets Retailbound apart.
Ready to Launch Your Brand in Europe or the US?
If you’re interested in learning how Unlock EMEA can help you expand into European retail, click the link below to request a free consultation.
Considering a launch in the United States or Canada instead? Retailbound has helped product brands succeed in over 150+ retailers since 2008. Contact us today to learn how we can help you scale your retail presence.
About the Author
Yohan Jacob is the President and Founder of Retailbound, a full-service retail channel management consultancy that helps product brands launch and scale across the US and Canada. From channel strategy and buyer outreach to sales management and retail marketing, Retailbound supports both startups and established brands in navigating the complexities of retail and driving sustainable growth.
