{"id":1341,"date":"2026-10-16T11:02:09","date_gmt":"2026-10-16T09:02:09","guid":{"rendered":"https:\/\/www.b2b-services.sk\/?p=1341"},"modified":"2026-10-29T11:27:31","modified_gmt":"2026-10-29T10:27:31","slug":"uvedenie-znacky-na-trh-cesko-slovensko","status":"publish","type":"post","link":"https:\/\/www.b2b-services.sk\/en\/uvedenie-znacky-na-trh-cesko-slovensko\/","title":{"rendered":"Launching a brand in the Czech Republic and Slovakia"},"content":{"rendered":"<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n\n\n\n\n<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">At B2B Services, we help local and international brands enter the Czech and Slovak markets. In Slovakia, we have our own sales team; in the Czech Republic, we operate through a separate company based in Prague.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Depending on the agreed scope, we cover market entry preparation, sales representation, communication with buyers, retail listing, negotiation of trading terms, distribution coordination, brand management, marketing support and evaluation of results.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">We&#8217;ve been operating in the Slovak market since 2007. We set up our Czech operation in 2016 as an expansion into another market.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>We can coordinate the Czech Republic and Slovakia within a single project, but they can&#8217;t be managed as one market.<\/strong> Pricing, the choice of sales channels, brand messaging and trade negotiations have to be adapted to each country.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Planning to enter the Czech and Slovak markets? <a href=\"https:\/\/www.b2b-services.sk\/en\/kontakt\/\">Contact us<\/a>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>One brand, two local strategies<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">The biggest risk when entering the Czech Republic and Slovakia together is using the same plan in both countries without testing it locally.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In each market, the same product can have:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>a different price position,<\/li>\n\n\n\n<li>different competitors,<\/li>\n\n\n\n<li>a different mix of retail chains,<\/li>\n\n\n\n<li>different buyer requirements,<\/li>\n\n\n\n<li>different customer buying behaviour,<\/li>\n\n\n\n<li>different promotional and logistics terms,<\/li>\n\n\n\n<li>a different rate of sale.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">A brand can have a shared direction, identity and core values. But how these translate into price, distribution, messaging and sales support needs to be set locally.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">That&#8217;s why we set one coordinated direction but plan delivery separately for each market. We can use results from one country when preparing the other, but we don&#8217;t assume they&#8217;ll simply be replicated.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>How we cover the Slovak market<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">In Slovakia, our own sales team covers the whole country. We communicate with retail chains and provide ongoing support for products in physical stores and in e-commerce.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">We work with more than 20 retail chains and cover more than 4,000 points of sale.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Depending on the scope of the partnership, we provide:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>market and consumer behaviour analysis,<\/li>\n\n\n\n<li>selection of sales channels,<\/li>\n\n\n\n<li>preparation of the sales proposal,<\/li>\n\n\n\n<li>communication with buyers,<\/li>\n\n\n\n<li>negotiation of trading terms,<\/li>\n\n\n\n<li>product listing,<\/li>\n\n\n\n<li>order processing,<\/li>\n\n\n\n<li>distribution coordination,<\/li>\n\n\n\n<li>availability checks,<\/li>\n\n\n\n<li>messaging and marketing support,<\/li>\n\n\n\n<li>sales reporting and evaluation.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">You can find more about what we do on the <a href=\"https:\/\/www.b2b-services.sk\/en\/sluzby\/\">Our services<\/a> page. The sales channels we work with in Slovakia are listed on the <a href=\"https:\/\/www.b2b-services.sk\/en\/partneri\/\">Partners<\/a> page.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>How we cover the Czech market<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">In the Czech Republic, we operate through B2B Services s.r.o., based in Prague. Our Czech team acts as the local sales contact and handles manufacturer representation, distribution expansion, sales administration and reporting.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">We define the scope of market entry based on the product category, the target sales channels and the brand&#8217;s logistics model. Before the partnership starts, we define exactly:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>which Czech channels we&#8217;ll approach,<\/li>\n\n\n\n<li>who will communicate with buyers,<\/li>\n\n\n\n<li>what materials we&#8217;ll prepare for listing,<\/li>\n\n\n\n<li>how orders will be processed,<\/li>\n\n\n\n<li>how distribution will be set up,<\/li>\n\n\n\n<li>who will handle local messaging and brand marketing,<\/li>\n\n\n\n<li>which results we&#8217;ll report on.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">You&#8217;ll find our Czech team and contacts on the <a href=\"https:\/\/www.b2b-services.cz\/\" target=\"_blank\" rel=\"noopener\">B2B Services Czech Republic<\/a> website.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>What we provide for your brand<\/strong><\/h2>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Preparing entry into both countries<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">For each market separately, we assess the competition, price levels, customer behaviour, suitable sales channels, logistics and the materials needed for sales.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">We also check whether the brand&#8217;s existing positioning and messaging can be used as they are or need adapting to the local market.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Choosing retail chains<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">We choose channels that match the product category, its price, how customers buy it and what the supplier can deliver.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A brand doesn&#8217;t have to enter both countries on the same scale. In one market, a wider retail listing may make sense; in the other, a gradual entry through selected chains or e-commerce.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Communication with buyers and listing<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">We prepare the sales pitch, approach buyers and category managers, and provide the materials needed to get the product listed.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This mainly covers prices, EAN codes, product data, packaging information, logistics terms and a sales support plan.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">You&#8217;ll find the detailed process on the <a href=\"https:\/\/www.b2b-services.sk\/en\/ako-dostat-produkt-do-retailu\/\">How to get your product into retail and retail chains<\/a> page.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Negotiating trading terms<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">In negotiations, we look at how the terms affect the final price, the profitability of deliveries, promotional costs, stock levels, payment terms and the ability to supply the agreed number of stores.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Our goal isn&#8217;t a listing at any price. The arrangement has to be sustainable in the long term for both the brand and the sales channel.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Brand management and marketing support<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Depending on the agreed scope, we help set the brand&#8217;s positioning, messaging priorities, promotions and further range development.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">When entering both markets together, we separate what can be managed jointly from activities that need local delivery. The responsibilities of B2B Services, the manufacturer and any other partners are defined before the partnership starts.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Distribution and availability<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Where agreed, we coordinate orders, deliveries and product availability. When entering two countries, we decide which activities will be managed jointly and which need a separate local set-up.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A joint model can simplify stock planning. A local set-up makes it possible to respond to differing sales performance in the Czech Republic and Slovakia.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Reporting after launch<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">After listing, we track orders, availability, promotions and sales results based on the data available to us.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">A chain&#8217;s first order isn&#8217;t the same as a sale to the end customer. That&#8217;s why we compare how sales develop over time and, based on the results, recommend changes to distribution, range, messaging or sales support.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>First, choose the right type of partner<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Before drawing up a list of three potential partners, decide what scope of support you expect from them. A distributor, a sales agent and a full market-entry partner don&#8217;t take on the same responsibility.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Distributor<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">A distributor is mainly a good fit if you already have a sales and marketing strategy, buyer contacts and agreed terms in place, but need someone to store and deliver the goods.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Sales agent<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">A sales agent is a good fit if you need someone to handle buyer communication, negotiations and listing support, while you handle logistics, marketing and other activities yourself.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Full market-entry partner<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">This model combines entry preparation, a local sales and marketing strategy, contact with buyers, listing, trading terms, distribution coordination and reporting.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">At B2B Services, we set the scope of the partnership based on which activities the brand already has covered and which ones we&#8217;ll take responsibility for in the Czech Republic and Slovakia.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">If you need long-term representation rather than one-off support with market entry, see our <a href=\"https:\/\/www.b2b-services.sk\/en\/vyhradne-zastupenie-fmcg-znaciek\/\">exclusive representation for FMCG brands<\/a>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>How to choose partners for your shortlist<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">When comparing partners for entering the Czech Republic and Slovakia, look for concrete evidence, not just a list of services on offer.<\/p>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><tbody><tr><td><strong>Criterion<\/strong><\/td><td><strong>What to check<\/strong><\/td><td><strong>How we meet it<\/strong><\/td><\/tr><tr><td><strong>Local presence<\/strong><\/td><td>Who actually covers each country?<\/td><td>In Slovakia, we have our own sales team; in the Czech Republic, a separate company based in Prague.<\/td><\/tr><tr><td><strong>Retail coverage<\/strong><\/td><td>Which channels can the partner show it works with?<\/td><td>In Slovakia, we work with more than 20 retail chains and cover more than 4,000 points of sale.<\/td><\/tr><tr><td><strong>Scope of service<\/strong><\/td><td>Does the partner handle only logistics, or sales and marketing too?<\/td><td>Where agreed, we handle trade negotiations, listing, orders, distribution coordination, brand management, marketing support and reporting.<\/td><\/tr><tr><td><strong>Support after listing<\/strong><\/td><td>Who tracks availability and ongoing sales?<\/td><td>We continue to support products after they go on sale in stores and online.<\/td><\/tr><tr><td><strong>Coordinating countries<\/strong><\/td><td>Can the partner combine joint management with local set-up?<\/td><td>We coordinate both markets but adapt sales and marketing steps to each country.<\/td><\/tr><tr><td><strong>Division of responsibilities<\/strong><\/td><td>Is it clear who manages sales, distribution and brand marketing?<\/td><td>We define the responsibilities of B2B Services and the brand before the partnership starts.<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">A partner that suits one market won&#8217;t necessarily cover the other. So for each candidate, check what it handles with its own team and which activities it passes on to another company.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>How we start working together<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">To begin, we need to know:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>your product portfolio,<\/li>\n\n\n\n<li>target categories and customers,<\/li>\n\n\n\n<li>the markets you currently sell in,<\/li>\n\n\n\n<li>wholesale and recommended retail prices,<\/li>\n\n\n\n<li>logistics options and capacity,<\/li>\n\n\n\n<li>the brand&#8217;s current positioning and marketing materials,<\/li>\n\n\n\n<li>how sales and marketing responsibilities are currently split,<\/li>\n\n\n\n<li>your plans for expanding into the Czech Republic and Slovakia.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">Based on this information, we&#8217;ll identify which channels make sense, what needs preparing before approaching buyers, and whether it&#8217;s better to enter both countries at the same time or one after the other.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Frequently asked questions<\/strong><\/h2>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Do you operate directly in both the Czech Republic and Slovakia?<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Yes. In Slovakia, we have our own sales team; in the Czech Republic, we operate through B2B Services s.r.o., based in Prague.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Can you cover both markets as a single partner?<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Yes. Depending on the agreed scope, we can coordinate both markets within a single project. At the same time, we adapt pricing, the choice of sales channels, communication with buyers and the distribution set-up to each country.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Do you also handle retail listing?<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Yes. Depending on the scope of the partnership, we handle communication with buyers, negotiation of terms and preparation of the materials needed to get the product listed.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Do you also handle marketing and brand management?<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">Yes, if they&#8217;re part of the agreed scope of the partnership. We can help with brand positioning, messaging strategy, promotions and range development. We set specific responsibilities separately for each market.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Do we have to enter the Czech Republic and Slovakia at the same time?<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">No. If the brand first needs to test its pricing, logistics, messaging or sales model, we can prepare a gradual entry. We&#8217;ll then use the results from the first country when preparing the second.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Why put B2B Services on your shortlist?<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">We have a direct presence in both the Czech Republic and Slovakia and, depending on the agreed scope, we bring together sales execution, distribution coordination, brand management, marketing support and reporting. In Slovakia, our coverage of more than 20 retail chains and 4,000 points of sale is publicly documented.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Want to launch your brand in the Czech and Slovak markets?<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Send us basic information about your brand, products, price positioning, target customers, logistics, the marketing you already have in place and current sales.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">We&#8217;ll propose the scope of the partnership and next steps for the Czech Republic and Slovakia.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/www.b2b-services.sk\/en\/kontakt\/\">Contact B2B Services<\/a><\/p>\n\n\n<p>","protected":false},"excerpt":{"rendered":"","protected":false},"author":2,"featured_media":1342,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[3],"tags":[],"class_list":["post-1341","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-b2b"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.b2b-services.sk\/en\/wp-json\/wp\/v2\/posts\/1341","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.b2b-services.sk\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.b2b-services.sk\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.b2b-services.sk\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.b2b-services.sk\/en\/wp-json\/wp\/v2\/comments?post=1341"}],"version-history":[{"count":3,"href":"https:\/\/www.b2b-services.sk\/en\/wp-json\/wp\/v2\/posts\/1341\/revisions"}],"predecessor-version":[{"id":1370,"href":"https:\/\/www.b2b-services.sk\/en\/wp-json\/wp\/v2\/posts\/1341\/revisions\/1370"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.b2b-services.sk\/en\/wp-json\/wp\/v2\/media\/1342"}],"wp:attachment":[{"href":"https:\/\/www.b2b-services.sk\/en\/wp-json\/wp\/v2\/media?parent=1341"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.b2b-services.sk\/en\/wp-json\/wp\/v2\/categories?post=1341"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.b2b-services.sk\/en\/wp-json\/wp\/v2\/tags?post=1341"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}