In this episode I sat down with Jessica Gordoun. She’s the co-founder and Managi\tng Director of Ranged, a retail growth agency that helps modern e-commerce brands break into major stores like Coles, Woolworths, Costco, and more. Before starting her own company, Jessica spent years inside the retail system, working as a buyer at Coles and leading FMCG growth at The Reject Shop. She helped scale brands that are now everywhere, including Funday, Muscle Nation, and Pistachio Papi. She’s seen retail from the inside — and knows exactly why most brands fail when they try to get on shelves.
In this conversation, Jessica pulls back the curtain on what really happens behind the scenes in retail. She explains why getting a product onto shelves is only the beginning, and why most founders underestimate how hard it is to stay there. We break down the full journey from e-commerce to retail, including pitching buyers, understanding margins, handling supply chains, managing cash flow, and competing against massive brands like Coke and Nestlé.
Jessica shares lessons from her own career jump from corporate to founder, what it was like going from a high salary to zero income, and why being scrappy matters more than being perfect. She explains the biggest mistakes founders make, the red flags retail buyers look for, and what separates brands that explode in retail from those that quietly disappear.
In this episode, we talk about:
This episode is packed with practical advice, real talk, and clear lessons for anyone building a brand. If you’re an e-commerce founder thinking about retail, or already in stores and feeling overwhelmed, this conversation will give you clarity, confidence, and a real playbook for success.
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