TLK Fusion, the Santa Clarita, California-based national agency founded by Ken Collis, is raising awareness about the importance of retail readiness and long-term strategy for emerging brands entering competitive retail markets.

TLK Fusion, a national marketing and retail strategy agency founded in 2009, is encouraging entrepreneurs and consumer brands to rethink how they approach retail expansion. According to the company, too many brands focus solely on securing retail placement without preparing for what happens after their products reach store shelves.

Founder Ken Collis says the issue has become more visible as social media and influencer marketing continue to accelerate brand launches.

“Too many brands think the goal is simply placement,” Collis said. “But placement is just the beginning. The real challenge is what happens once the product is on the shelf.”

TLK Fusion, which operates from Santa Clarita, California, has spent more than a decade helping brands navigate the transition from product launch to retail performance. The company works with both emerging entrepreneurs and celebrity-backed brands to support marketing strategies, retail partnerships, and consumer engagement.

But Collis says many companies underestimate the operational and marketing challenges of entering major retail environments.

“We saw brands entering retail unprepared,” Collis explained. “They were excited about getting in the door, but they didn’t have a strategy for sell-through or long-term relationships with retailers.”

Why Retail Readiness Matters for Emerging Brands

Industry data highlights the challenge many consumer brands face when entering retail markets. According to market research from Nielsen and industry trade groups, up to 80–85% of new consumer packaged goods fail within their first two years, often due to limited consumer awareness, distribution challenges, or weak retail strategy.

Retailers also evaluate products based on sales velocity, or how quickly products sell once placed in stores. Products that fail to meet performance expectations may lose shelf space quickly.

Collis says these realities are often overlooked by founders who are focused primarily on gaining exposure.

“Retailers care about velocity,” he said. “If a product isn’t selling, it won’t stay there.”

TLK Fusion’s approach focuses on helping brands align marketing visibility with retail performance, ensuring that consumer awareness, brand positioning, and retail strategy are developed before a product launches in stores.

“Marketing should support the retail experience,” Collis added. “It shouldn’t distract from it.”

Supporting Entrepreneurs Building Consumer Brands

Since its founding in 2009, TLK Fusion has collaborated with a wide range of companies, including celebrity-driven brands as well as founder-led startups. The agency has worked with well-known personalities such as the Kardashians and partnered with companies including L’Oréal, while also helping smaller brands grow into retail distribution.

Collis says those entrepreneurial brands remain central to the company’s mission.

“The big names get attention,” he said. “But many of the brands we’re most proud of are the smaller ones that built their success with us.”

According to the U.S. Small Business Administration, small businesses represent 99.9% of all U.S. companies, and many consumer brands begin as founder-led startups before expanding into retail channels.

However, transitioning from a startup to a retail brand can present significant challenges.

“Entrepreneurs are building something real,” Collis said. “Our role is to help translate that vision into a retail strategy that actually works.”

What Brands and Entrepreneurs Can Do

TLK Fusion encourages founders and small businesses to take several steps before pursuing large retail partnerships.

Collis recommends that brands focus on:

  • Understanding their target consumer before entering retail

  • Building strong brand messaging and positioning

  • Generating consumer awareness prior to store placement

  • Ensuring supply chain readiness and product availability

  • Aligning marketing campaigns with retail launch timelines

“Retail success still comes down to discipline,” Collis said. “You need the right product, the right positioning, and the right strategy.”

He believes founders can benefit from researching retail dynamics early and seeking experienced guidance when navigating distribution and marketing decisions.

“Our mission is to help brands succeed in retail,” Collis said. “Not just to get there, but to stay there.”

A Broader Conversation About Sustainable Brand Growth

As digital platforms continue to make it easier for entrepreneurs to launch new products, Collis believes conversations about retail sustainability and long-term brand strategy are becoming increasingly important.

For TLK Fusion, raising awareness about these challenges is part of its broader mission.

“Our goal has always been to bridge the gap between brand ambition and retail execution,” Collis said.

The company encourages entrepreneurs, founders, and marketing professionals to learn more about how retail systems work and to approach retail partnerships with preparation and long-term thinking.

More information about TLK Fusion can be found at https://tlkfusion.com.

About TLK Fusion

TLK Fusion is a national marketing and retail strategy agency based in Santa Clarita, California. Founded in 2009 by entrepreneur Ken Collis, the company works with emerging and established brands seeking retail placement and long-term retail success. Operating as a hybrid marketing and retail agency, TLK Fusion supports brands through pre-launch positioning, marketing strategy, celebrity partnerships, and retail performance initiatives designed to drive product visibility and sell-through.

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