NPI's Evolution of Distribution® Simplifies U.S. Market Entry for Global Brands

International brands continue to view the United States as the premier destination for expansion, but many underestimate the challenges. According to Nutritional Products International (NPI) Founder and CEO Mitch Gould, the nutrition, health and wellness, beauty, personal care, and consumer packaged goods sectors face particular hurdles. For over 20 years, NPI has helped brands navigate these through its Evolution of Distribution® platform, a turnkey system for U.S. market entry and growth. Gould, with more than 35 years of industry experience, created the platform after observing successful international brands struggle with the realities of expanding into the United States.

The Evolution of Distribution® model operates through core pillars: global logistics and U.S. market entry, product readiness and regulatory alignment, market positioning and brand strategy, retail and eCommerce placement, and post-placement marketing and demand generation. By consolidating these functions, brands reduce complexity and accelerate time to market. Gould notes that NPI effectively becomes an extension of the brand's team, managing everything from importation to retailer introductions. Over the years, NPI has worked with brands and figures such as Igloo, Rubbermaid, Sunbeam, Miracle-Gro, Steven Seagal, Hulk Hogan, Chuck Liddell, Ronnie Coleman, and Bob Wall.

Gould reflected on his experience during the early development of Amazon's nutrition category, helping brands navigate digital-first distribution. As international brands look to the U.S. for growth, NPI remains focused on helping them navigate complexities through the Evolution of Distribution® platform. The company is a U.S.-based retail consulting and distribution firm founded by Gould, who has over 25 years of experience launching and scaling consumer products across dietary supplements, sports nutrition, skincare, hardware, and beverages. His work has centered on bringing performance-oriented products to a broader consumer audience through major retailers like Amazon, Walmart, GNC, CVS, and Walgreens.