Own your category.
Lead the pace
Strategy consulting for consumer brand growth. Smarter purchasing, sharper positioning, and market access.
10+ years in retail buying & merchandising · 35+ brands incl. Norda, Nike ACG, Patagonia, The North Face, Columbia · National placements incl. Ulta, Costco, Target, Whole Foods
For businesses ready to grow
Consumer brands
Emerging labels finding their position, or established brands opening a new lane.
Retail & sellers
The businesses that sell product: buying, merchandising, assortment, and category strategy.
Founders & operators
Leaders willing to rethink convention in pursuit of what's next.
Founding Consultant
See what others miss
Over the last decade I’ve worked across retail buying, merchandising, operations, commercial strategy, and vendor partnerships, reading shifts in consumer behavior before they’re obvious and turning them into growth.
The best opportunities are rarely obvious. I find them, and together we build the path to capture growth.
Opportunity Doesn’t Appear. It’s Built.
I started my career when ecommerce buying wasn’t considered a real discipline. That meant proving every case with data before anyone gave the channel credit. It taught me to find the pattern in the numbers first, then build the opportunity from there, no matter the product or the channel.
- Outdoor & Performance
- Consumer & Lifestyle
- Amazon & Marketplace
- Private Label & Exclusives
- Omnichannel
- Brick & Mortar
- Ecommerce
- National Retail
- Wholesale
- DTC
What the mark means
Cloud. See what others miss.Inkblot. Value what’s overlooked.Fingerprint. Own what’s unmistakably yours.Ways to work together
It starts with a conversation.
Every engagement is shaped around your business. It maps where the growth is, pushes on one defined area, or builds the operation to run it. Twenty minutes is enough to know whether we fit.
Retail Consulting FAQ
01What is retail consulting?
Retail consulting is outside expertise that helps a brand or retailer decide what to sell, where to sell it, and how to run the buying and merchandising behind it. It covers assortment and category strategy, pricing and margin, retail and marketplace expansion, and the systems that keep inventory healthy. At Opportunity Designed that work comes from the buyer’s side of the table, led by Addie Morrow after more than a decade in-house at major retailers.
02What does a retail consultant do?
A retail consultant finds where growth is being missed and builds the plan to capture it. In practice that means reviewing the assortment and the margin math, choosing which retailers or marketplaces fit, preparing a brand for buyer meetings, and setting up the buying and planning process so results hold after the engagement ends.
03What does a retail merchandising consultant do?
A retail merchandising consultant decides what goes on the shelf and why: which products, at what price, in what depth, and when. The goal is an assortment that sells at full price with balanced inventory, instead of a broad line that ends in markdowns.
04What do retail buyers look for in a new brand?
Retail buyers look for proof that a product will sell in their store, with economics that work for both sides. That means evidence of demand, a clear reason the item belongs in the category, margin that survives the retailer’s pricing, and an operation that can ship on time and restock.
05How do you get a product into a national retailer like Costco or Target?
Reach the right category buyer with a proven item, clean margin and logistics, and real evidence of demand. Each retailer buys differently: Costco wants one item that can do volume, Target tends to buy brands with momentum elsewhere, and Whole Foods starts with its quality standards and regional buyers.
06When should a brand hire a retail consultant?
Bring one in when growth has stalled without an obvious reason, when you are preparing for a first major retailer, or when the business has outgrown how it buys and plans inventory. A consultant brings a buyer’s-side view without the ramp time of a full-time hire, and most engagements begin with a 20-minute Project Fit Call.