S2 Ep4: Sainsbury’s Future Brands with former Buying Director James Bailey

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In this episode, Andy speaks with former Sainsbury’s Buying Director James Bailey, the brains behind Sainsbury’s Future Brands initiative.


James shares insights into the structure of retailers and the world of the busy buyer, passing on key considerations for challenger brands trying to get their attention. He discusses the evolution of Sainsbury’s Future Brands and the role it has played in bridging the gap between big retailers and small suppliers.

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Annual business planning is the 1-2 month process that results in a road map for a company and its employees. It contains milestones that carry the plan forward through a series of smaller goals that lead to a broader vision of where the business aims to be by the end of the year.

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