Using off price to generate initial cashflow, test products, and secure pet retailer interest
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Big Box Retailers that approached Roofus after seeing it in Off-Price
Roofus partnered with us to launch their pet grooming line in off-price from day one. Not as a liquidation play, but as a strategic way to generate early cashflow, test product formats, and build retail awareness. With standout packaging and strong DTC traction, they needed a smart retail entry point that would drive velocity, spark buyer attention, and lay the groundwork for expansion.
Understanding the challenge
Roofus was a new concept with a solid formulation and bold branding, but had limited distribution and no major retail accounts. With strong DTC performance and social relevancy, but low awareness in brick-and-mortar, they needed a way to:
Build cashflow
Pressure-test new products
Get noticed by national buyers, all without diluting their brand positioning
The goal wasn’t just sales, but strategic signal-building.
The challenge wasn’t just speed — it was control. The product had to move, but the brand couldn’t afford to slip.
Our approach
We launched Roofus in off-price intentionally as a smart entry point. Our strategy focused on early-stage brand building through trusted, national retailers. We:
Placed product into select TJX regions with strong pet sell-through
Used data to match formats, price points, and designs with what buyers were actively pulling for
Worked with Roofus to optimize packaging and messaging for retail pickup
Created separation from DTC channels to preserve brand margin and test new SKUs
Used momentum to build credibility with mass and grocery retail buyers
This wasn’t a one-time sell-through. Rather, it became a retail testing ground and brand awareness engine.
Feedback
“This felt like working with a strategy team, not a broker. Common Shelf moved fast, kept our brand intact, and helped us clear product without undermining any of our channels.”
Mursal Khedri
CEO, Roofus
