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HELLO
We help consumer brands launch, scale and win in retail. Whether you’re taking your first steps in B2B, expanding into Europe, or strengthening your Key Account Management performance – RETAIL WINGS brings clarity, structure and momentum.
WHO WE ARE
Retail Wings is a commercial consultancy built for consumer brands that want to grow faster and with fewer mistakes.
We combine 19+ years of frontline FMCG experience with simple, effective commercial tools and hands-on execution.
Founded by Philippe Baert, Retail Wings brings together global experience, national leadership roles, and direct field work across dozens of European markets, retailers, and distribution partners.
We understand how brands grow — because we’ve built them from the inside.
OUR STORY
After nearly 20 years at Red Bull (global & national), Jet Import, Waterdrop, Gimber and dozens of consulting projects, one thing became clear:
Most consumer brands don’t fail because of product — they fail because of commercial structure.
So Retail Wings was created to give brands what they really need:
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Clear priorities
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Simple and strong commercial plans
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Effective Go-To-Market and Route-To-Market setups
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Hands-on support during execution
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Real retail experience, not theoretical consulting
Our mission is simple: more clarity, better structure, stronger results.
WHAT WE BELIEVE
These principles guide how we work with clients:
Simplicity wins
We remove complexity and focus teams on what matters.
Strong basics = growth
Pricing architecture, Route-To-Market, Go-To-Market, and Key Account Management fundamentals create real commercial impact.
Experience matters
We’ve been in the field, in stores, with buyers, in negotiations — we know what works.
Speed + focus = results
We move fast, prioritise hard, and deliver outcomes early.
Hands-on always
We don’t just advise — we build, coach, negotiate, execute.
HOW WE WORK
Our approach is simple and effective:
We listen first.
Every project starts with understanding your context, reality and numbers.
We bring structure.
Clear plans, transparent logic, and strong commercial foundations.
We execute with you.
We join calls, support negotiations, coach teams, build tools, and accelerate decisions.
We leave you stronger.
Our goal is capability, not dependency.
OUR MISSION
To help consumer brands grow with clarity, structure, and confidence — and to win in today’s competitive retail environment.
Some of our valued partners
SERVING INDUSTRY LEADERS, NEWCOMERS & CHALLENGERS
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