It’s one of those phrases that no supplier likes to hear. You’ve worked hard to build your range and get your product onto shelves, and now the buyer’s talking about simplifying it. Sounds like bad news, doesn’t it? But it doesn’t have to be. When a retailer says “simplify the range”, they’re not just cutting for the sake of it. They’re looking to create a stronger, leaner offer that performs better for shoppers and the category.
If you understand what they’re really saying, you can make it work in your favour.
Simplify doesn’t necessarily mean shrink
Retailers don’t want fewer options for the fun of it. They want the right options – the ones that sell, attract repeat shoppers, keep the shelf easy to shop, and even get customers to trade up.
When a category feels cluttered, duplicated, or confusing, they’ll look for ways to streamline it. That might mean removing duplication in lines, merging similar SKUs, or focusing on those proven sellers.
If your product earns its space on shelf – it’s because it’s distinctive, clear and performs consistently – your products become part of the solution.
If you’re not sure what a buyer might be looking for in your range, it’s worth getting a outside view.
Book a discovery call and we’ll look at where your products can strengthen the shelf – and which products might be at risk.
What they’re really saying
When buyers say phrases like “simplify the range”, “rationalise the offer” or “tidy up the fixture”, they’re usually saying:
- We need stronger sellers, not more SKUs.
- We want the range to make sense to shoppers at a glance.
- We’re under pressure to deliver margin, space, and efficiency.
They’re not telling you to stop innovating (that’s always needed). They’re telling you to innovate with purpose.
How strong suppliers stay on shelf
The manufacturers who survive a range review which simplifies the offer, are those who bring clarity and confidence:
- Distinct positioning – your product clearly does a job that others don’t.
- Evidence – you can prove it sells, adds value, or attracts new shoppers.
- Relevance – it still fits where the category is heading, not where it’s been.
When you show that your brand strengthens the range, not bloats it, you move from being at risk to being relied on.
Turn delists into opportunities
Range simplification creates space! And that space needs to be filled with something that earns its keep.
That might be a refined core range, a premium trade up, or an innovation that replaces duplication. If you can show commercial logic, shopper need, and category growth potential, you’re exactly what buyers are looking for after their rationalisation.
Be the brand that makes the range stronger
Simplification isn’t a threat to good brand partners – it’s a filter.
If your proposition is clear, your insights and data are spot on, and your commercial story is on point, you’ll come out stronger on the other side.
So next time you hear “simplify the range”, don’t panic.
Ask: What problem is the buyer trying to solve?
Then show how your brand and products can help fix it.
Want to make sure your range earns its space in the next retail review?
Let’s map out your category story and retailer ready insight pack together. Book a discovery call here.
