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How Partner in Wine Got Stocked in Selfridges : A Chat With Founder Lucy Hitchcock

In a recent episode of Let's Talk Shop, podcast host Therese Oertenblad had the opportunity to sit down with Lucy Hitchcock, the founder of Partner in Wine and Sassy Digital. As a successful entrepreneur and expert in brand building, and digital marketing Lucy shared valuable insights on packaging and branding, value pricing, and the importance of consistent brand identity. In this blog post, we will delve into the episode and highlight five key takeaways that can help businesses establish and thrive in the competitive marketplace.

Lucy Hitchcock, founder of partner in wine talks brand building, packaging and branding, value pricing, retailer relationships, consistent brand identity

1. Branding is the Foundation:

Lucy emphasized the significance of creating a strong brand identity as the foundation for business success. From packaging to social media presence, every aspect of the brand should align with its image and message. Lucy shared her own experience with Partner in Wine, where she built a brand known for its fun and relaxed vibe. By focusing on consistent branding, businesses can capture the attention and curiosity of potential customers.

2. Value Pricing for Long-Term Success:

Another crucial aspect Lucy discussed was value pricing. Unlike pricing based solely on cost, value pricing considers the perceived value and benefits of a product. Setting the right prices based on value can help create a strong brand and attract the right customers. Lucy explained that while starting with lower prices might seem tempting, it can be challenging to increase prices later without rethinking the entire brand. Value pricing ensures that customers understand the worth of the product and are willing to pay a premium.

3. Nurturing Retailer Relationships:

Lucy shared valuable insights from her experience working with retailers. She highlighted the importance of being persistent and not taking it personally if retailers do not respond immediately. Timing plays a crucial role in approaching retailers, as their interest may vary depending on the season and market trends. By nurturing retailer relationships and understanding their needs, businesses can increase their chances of getting their products stocked in desirable stores, such as Selfridges.

Partner in Wine thermal wine bottles and tumblers | brand building, packaging and branding, value pricing, retailer relationships, consistent brand identity

4. Consistency is Key:

Consistency in branding and messaging is paramount for brand recognition and customer loyalty. Lucy emphasized the need to maintain a consistent brand identity across all platforms, including social media, websites, and packaging. Changing logos or fonts drastically can confuse customers and dilute the brand's power. It is essential to stay true to the brand's premise and focus on what customers want, rather than being swayed by fleeting trends.

5. Research and Learn:

Lucy encouraged aspiring entrepreneurs to constantly research and learn more about how to market your brand. This includes understanding the market, industry trends, and competitor strategies. A well-informed entrepreneur can make informed decisions and stay ahead of the game. Resources such as Google and studying how other brands market their products. Particularly when it comes to launching new products.


Building a strong brand is a multifaceted process that requires careful consideration and consistent effort. By paying attention to packaging and branding, understanding the value of pricing, nurturing retailer relationships, and maintaining brand consistency, businesses can set themselves up for long-term success. Whether you are just starting your entrepreneurial journey or looking to expand upon your existing brand, these key takeaways can serve as a guiding light towards building a strong and successful brand presence in the marketplace.

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How Partner in Wine got stocked in Selfridges | brand building, packaging and branding, value pricing, retailer relationships, consistent brand identity


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