Optima Retail was founded by Simon Dunn, who spent the first 10 years of his career working as a Buyer, driving growth across a range of categories for Tesco & Sainsbury's, before specialising in range & category management.  

Passionate about using consumer, shopper & category insight to transform how businesses understand and engage their customers, Simon has spent the last 10 years leading Category and Commercial teams across FMCG and Consumer Durables to step changes in sales & profitability.

Outsourced Category Management solutions

Optima Retail was formed to help other businesses leverage powerful insights about their category and brand to unlock their growth potential, and access a unique blend of retail & category management expertise without needing to recruit & build a full time team.

We are a small, but dynamic consultancy and our team is here to provide focused support exactly where you need it – whether it is a short expert consultation, full project management or ongoing retained support.  We do this by focusing on 3 things:-  

Insight
We are passionate about unlocking value from consumer, shopper & category insights, transforming how businesses understand & engage their consumers.  We translate complex analytics into simple & compelling Stories people understand.

Action
We hit the ground running and work quickly to understand new businesses we work with.  Our aim on every project is to deliver value fast, whilst also working to provide long term solutions for sustainable growth.

Results
We have a proven track record of driving commercial performance by speaking the Retailer's language - identifying new or unmet consumer & shopper needs and providing solutions which drive brand AND category performance.

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​We love to talk about all things category so if you'd like to chat to find out more, ​please get in touch here.