Building Retail Brands Through Professional Networking

How do you launch a company in an industry you’ve never worked in? Or pivot to a new role or career? You network like your career depends on it. That’s exactly what University of Michigan - Stephen M. Ross School of Business alums and childhood friends, Kristin Ruud and Rachel Heydlauff, did to build Northern Classics, a premium children’s outerwear company. Neither had experience in apparel manufacturing or retail. Kristin left her job in finance to start the company; Rachel left her consulting job at Deloitte to join Kristin as COO. Together, they’ve grown the brand into a success–now sold at Bloomingdale's, REI (Ann Arbor…and hopefully nationally soon 🤞) and featured in Vogue and People. How did they do it? 𝗡𝗲𝘁𝘄𝗼𝗿𝗸𝗶𝗻𝗴. Relentless, intentional, and sometimes uncomfortable networking. They reached out to experts, connected with people in the garment industry, and tapped into their school and work networks for referrals and introductions. Was it always easy or fun to cold email or call someone they didn’t know? No. But it was critical to building and growing the business. Networking doesn’t have to feel awkward. The worst someone can say is “no”–or not respond at all. But the upside? You gain valuable insights, build meaningful relationships, and open doors you never knew existed. Whether you’re building a company, looking for a job, or exploring a new path, here’s how to reframe networking: 1️⃣ 𝗦𝘁𝗮𝗿𝘁 𝘄𝗶𝘁𝗵 𝗰𝘂𝗿𝗶𝗼𝘀𝗶𝘁𝘆. People love to share their knowledge. Ask questions, listen, and learn. 2️⃣ 𝗟𝗲𝘃𝗲𝗿𝗮𝗴𝗲 𝘆𝗼𝘂𝗿 𝗲𝘅𝗶𝘀𝘁𝗶𝗻𝗴 𝗻𝗲𝘁𝘄𝗼𝗿𝗸. A warm introduction goes a long way. 3️⃣ 𝗕𝗲 𝗴𝗲𝗻𝘂𝗶𝗻𝗲. Authenticity builds trust and connection. 4️⃣ 𝗥𝗲𝗺𝗲𝗺𝗯𝗲𝗿: 𝗥𝗲𝗷𝗲𝗰𝘁𝗶𝗼𝗻 𝗶𝘀𝗻’𝘁 𝗽𝗲𝗿𝘀𝗼𝗻𝗮𝗹. If someone says “no”, it’s not about you–it’s about their capacity in that moment. I was inspired by Rachel’s story and the power of networking during our coffee chat last week. Northern Classics is a testament to what’s possible when you lean into the discomfort and just start reaching out. Networking isn’t just for entrepreneurs or job seekers. It’s a lifelong practice that keeps you connected, informed and inspired. Whether you’re exploring new ideas or simply building relationships that enrich your career and life, being intentional about networking pays off. 𝗠𝗮𝗸𝗲 𝗶𝘁 𝗮 𝗵𝗮𝗯𝗶𝘁. Reach out to someone new, reconnect with an old colleague, or simply ask for advice. You never know where the conversation might lead.

Some people treat networking like a chore. I treat it like a superpower. In retail and sales, connections aren’t just helpful, they’re survival. Whether you’re a store associate looking to level up, or a district leader trying to build a strong bench, your ability to build genuine relationships is what sets you apart. Here are my top 3 real-world networking tips that have changed the game for me and for those I’ve coached: 1. Lead with value, not your resume People don’t remember what title you have, they remember how you made them feel and what you helped them solve. Be the person who shows up with a solution or encouragement, not a sales pitch. 2. Follow up like it matters because it does A handshake means nothing without a follow-up. Message them. Thank them. Stay in their orbit without being a ghost. Great careers are built in the follow through. 3. Keep your reputation louder than your voice In retail, the industry is smaller than it seems. People talk. So build a name that works for you even when you’re not in the room. That’s the kind of networking that builds legacy, not just connections. The best opportunities don’t always come from who you know, they come from who knows you and what you stand for. Stay intentional. Stay real. And never forget that who you are matters just as much as what you do. Feel free to reach out, I’d be glad to support you on your networking journey. Randi Rodriguez Omni Retail Consulting

I moved to New York for 18 months to launch & grow the Papier brand 🗽🇺🇸 If you're looking to do the same in 2025, here’s my essential checklist: 🤝 localised partnerships drive relevance -> work with adjacent brands on collabs, content, or events to anchor your brand locally. 📣 PR unlocks resources, relevance, and relationships -> for first-timers, I recommend an agency model, but make sure to find the right size and people (also press affiliate = essential for landing coverage.) 👯 local community building will drive buzz & engagement, especially irl events -> concentrate on building your community in specific cities & don’t sink money into paid creators without understanding the landscape and who's relevant for your brand. 🛒 retail marketing will drive awareness -> leverage your retail partners’ audiences via organic social, email database, or in-store opportunities to increase awareness. 🤠 localise your content & no (usually), you don’t need separate social accounts -> instead work with local tastemakers on interesting interview content/social series. Attaching your brand to cool people in the market will help drive relevancy & this content can weave into your existing channels and on-site. 💬 build your own network -> connect with agency owners, editors, and friends of friends. Put yourself out there, and be generous with your knowledge and help you’ll be amazed at how much you get out of these connections. 🔄 create a feedback loop & review your budgets -> pass on insights to other teams to refine your strategy - this can be via a monthly steerco & you'll likely need to tweak your brand budget accounting for higher costs in this market. 🥯 immerse yourself -> dive into the nuances of the market to understand the consumer and how your brand fits. Knowing who to partner with, where to host events, and what's trending is essential—and you can’t know this without experiencing the country or city firsthand. Plus, you’ll want to know where to find the best bagel in NYC for when your friends visit. For me, Leon’s bagels is up there!