Retail is Detail.
Merchandising as a Service
Make the right stuff. Buy the right amount. Sell the right way. Control your stocks.
Stock purchases are the biggest single cost to most growing brands. REiD CM provides experienced, hands-on merchandising capability to non-FMCG consumer product brands and retailers — whether you're building that capability for the first time, need a specialist for a specific project, or require ongoing commercial support.
SME Retailers & Brands
- Make: buying strategy and implementation. Product direction down to size-level quantities.
- Sell: channel or product / planning and trading.
- Optimise cash: hit targets without tying up capital in stock that won't sell.
Established Retailers & Brands
- Review and improve merchandising & trading processes
- Coach or mentor planning and commercial teams
- Cover team gaps — mat leave, new hires, project secondments
- Explore where AI can add value
How we work together
Fractional / Subscription
Regular days per month or advisory support on a rolling basis. Ongoing commercial rigour without a full-time hire.
Projects / Consulting
Defined scope, clear output. OTB management, WSSI builds, range architecture, process reviews, team coaching.
Why REiD CM?
Founded by Chris with nearly 20 years of UK retail merchandising experience, from branded merchandising at House of Fraser to leading commercial functions at Radley London and Desmond & Dempsey. Brands along the way include Kurt Geiger, AllSaints and T.M.Lewin — across retail, online, wholesale and international channels. Deep planning and trading fundamentals that transfer across any product-led business.
Track Record
20yrs
UK Retail
Merchandising
Merchandising
7
Routes
to Market
to Market
6
Brands Across
Retail & DTC
Retail & DTC