Napoleon Co. at Fairfax Market
Fairfax Market is a independent grocer running 1 Bay Area store.
It’s already on the shelf here, with 20 SKUs across 15 categories. The growth is depth and breadth: 4 categories to widen and 6 new doors to enter.
Lead with Oysters, Smoked, Large in Canned Oysters.
Fairfax Market stocks canned oysters thinly, so a differentiated snack stands out instead of becoming the Nth option on a crowded shelf. It already earns space at 2 other Bay Area grocers.
The more differentiated opening is canned oysters: Fairfax Market stocks only 3 there, so Napoleon Co. Oysters, Smoked, Large stands out rather than blending in.
Fairfax Market merchandises 23 of the 24 categories the brand sells.
non-gmo, vegan, vegetarian against the store's assortment lean.
brand excitement 40/100.
enters a thin canned oysters shelf as a point of difference.
The full runway
Every category Napoleon Co. plays in across the Bay Area grocers we track, and where it stands at Fairfax Market. Depth is the distinct SKUs the store carries there versus the fleet median, shown next to the rival brands already on that shelf.
On shelf here, but only 2 of 3 SKUs. Room to widen the line.
On shelf here, but only 2 of 3 SKUs. Room to widen the line.
What to bring to expand
Napoleon Co.’s SKUs Fairfax Market doesn’t carry yet, ordered by how many other Bay Area grocers already stock them.
Already on the shelf
Presence and depth are measured from Fairfax Market’s current Bay Area storefront: its online catalog plus our shelf photos, a partial view. A widely-distributed brand shown as a new door may already be carried through channels we don’t index. Fairfax Market profile →
