From DIY Frustration to Retail:How Billie Asmus Built Repaint Tray & Landed Lowe’s, Home Depot & Ace

Описание: How do you turn a simple DIY frustration into a retail-ready product that lands on major store shelves?

In this episode of Shelf Talks, host Roberta sits down with Billie Asmus, founder of Repaint Tray, to break down how a personal problem while flipping furniture turned into a disruptive product now sold in Lowe’s, Home Depot, and Ace Hardware.

Billie shares the real behind-the-scenes journey of building a physical product from scratch—from a $50 DIY prototype to pitching retail buyers without sales data, navigating inventory challenges, educating consumers in a traditional category, and advocating for proper in-store execution.

This episode is a must-listen for product-based founders, emerging brands, and entrepreneurs looking to get their products retail ready and onto store shelves.

You’ll learn:

How to identify retail-worthy problems hiding in everyday frustrations

What retail buyers look for when a product creates a new shelf space

How social proof can replace sales data in early buyer pitches

The realities of launching in big box retail (and what happens when execution goes wrong)

How to educate consumers and store associates on an innovative product

What it really takes to scale inventory, funding, and operations as a solo founder

Whether you’re preparing to pitch retailers, navigating your first retail launch, or building confidence as a founder, this conversation offers practical retail strategy, honest lessons, and inspiration from someone who’s done it fast—and done it right.