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June 10.2025

2 Minutes Read

Why Blueland Waited 6 Years to Scale in Target: A Lesson for Entrepreneurs

Blueland Waited 6 Years to Scale in Target - confident woman on Inc. cover.

Why Patience Pays Off in Business Growth

For many small and medium-sized business owners, securing a spot on the shelves of a major retailer like Target is often perceived as a significant triumph. However, as Sarah Paiji Yoo, CEO and Co-Founder of Blueland, highlights in her journey, the decision to scale into large retailers should be approached with caution. It took Blueland six years to launch in over 1,800 Target stores, and the key to their success was understanding that rushing into retail could cause more harm than good.

Retail: A Double-Edged Sword

Blueland realized early on that retail is not just a distribution channel but a complete business model on its own. For brands aiming for national retailers, the pressure is immense. As Yoo explains, when a brand gets into retail too quickly, it magnifies their weaknesses. Issues such as unclear pricing, underwhelming packaging, or poor supply chain systems can be exposed on a much larger scale. Instead, they decided to take the time to build a solid foundation through testing and learning.

Learning from Experience

Blueland’s approach to early partnerships was to treat them as learning experiences rather than immediate profit opportunities. They faced challenges with their pricing structure and inventory management, refining these elements before attempting larger-scale retail partnerships. This iterative process is crucial in ensuring that when they finally do scale, they are prepared to thrive rather than merely survive.

Choosing Quality Over Speed

As entrepreneurs, there is a natural inclination to seize every opportunity as it arises. However, Yoo emphasizes the importance of prioritizing strength in systems and operations over the speed of channel expansion. With 38% of startups failing due to cash flow issues—often intensified by premature retail ventures—taking the time to establish the right model is vital for long-term success.

Action Steps for Aspiring Founders

If you’re a business owner ready to explore retail partnerships, take a page from Blueland's book. Invest the necessary time in understanding your product-market fit, refine your operations, and ensure you have the right groundwork before diving into larger platforms. Patience, paired with preparation, can lead to sustainable growth and success in the competitive retail landscape.

Call to Action: As you consider your next steps, remember that thoughtful planning and a focus on building robust systems can help avert pitfalls—let your business flourish by learning from those who have paved the way!

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Why Blueland Waited 6 Years to Scale in Target: A Lesson for Entrepreneurs

Why Patience Pays Off in Business Growth

Retail: A Double-Edged Sword

Learning from Experience

Choosing Quality Over Speed

Action Steps for Aspiring Founders

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