364. Collabs as a Retail Strategy: How This CPG Brand Is Earning Shelf Space in NYC

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Most emerging CPG brands start and stay in e-commerce for years, but Madison Vrbnjak—founder of wellness brand JUSTYOU—is running a controlled experiment to ease her way into a new distribution channel early. After just 1.5 years on the market, she used Meta data to find her top three markets and is now debuting in New York City at Pop Up Grocer and The Shelf.

Wrapping up our launch & business expansion series, Madison shares her playbook for turning online fans into in-store buyers. Her collab model averages 300+ new followers per campaign, and now it sends local creators into the store on camera. She’s supplying free product and merch to Manhattan gyms, Pilates studios, and women’s groups, all pointing new brand fans back to shop the shelves in-person. And because the stores JUSTYOU is selling in don’t allow discounts, she had to get creative with an incentive to drive urgency to buy during their pop-up window.

Madison details that strategy in today’s case study, along with proving that shelf space alone doesn’t create demand—it rewards the brands that bring their own.

Connect with Madison:

https://justyouco.com

IG: ⁠@justyouco

IG: @madisonspaige_

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