Strategy
Where are we trying to win, with whom, and why?Sharpening customer and retailer strategy, identifying growth opportunities and translating ambition into a clear commercial plan.
Introducing ALL SET
Experience. Commercial focus. Real-world delivery.
ALL SET was founded by Duncan Cross after 30 years at the heart of UK grocery — from store operations to senior commercial leadership.
Duncan brings practical experience across category strategy, buying, retailer execution, supplier negotiation, P&L leadership and building high-performance teams.
30 years retail · 20+ years buying · £9bn P&L · 250-person team
Duncan Cross · Founder
What ALL SET is about
From proven proposition to scalable growth.
ALL SET helps ambitious consumer businesses — from founder-led start-ups to investor-backed brands — scale up and win across UK retail.
We bring senior commercial experience across strategy, execution and high-performance teams, with a focus on food, beverage and other fast-moving consumer goods.
That's where ALL SET comes in
Strategy. Execution. Teams.
Execution
How do we win in market?Turning strategy into a compelling commercial proposition that retailers will support and consumers will see, understand and buy — through range and listings, space and display, promotional strategy, brand visibility, retailer activation and strong in-store and online execution.
Teams
Do we have the capability to scale?Helping founders and leadership teams develop structure, capability and leadership — and build high-performance teams that can deliver the next phase of growth. Commercial coaching helps supplier teams understand how retailers think and make decisions.
Commercial Coaching & Team Development
Get inside the mind of the retailer. Help your team deliver growth.
Helping FMCG supplier and consumer brand teams build confidence, understand retailer decision-making and deliver sustainable commercial growth.
You know your business.
I'll help your team understand the person sitting on the other side of the table.
Drawing on 30 years at Asda, including 20 years leading commercial buying teams, Duncan brings first-hand insight into how retailers think, what drives their decisions and how suppliers can position themselves for sustainable growth.
Practical, collaborative coaching.
We start by listening to your team, understanding their strengths and identifying where new knowledge or experience could unlock better outcomes.
Interactive, tailored workshops help teams rethink their retailer approach, navigate difficult conversations and apply what they learn to live commercial opportunities.
Honest advice. A low-ego approach. Practical actions and measurable results.
Where ALL SET fits
Supporting ambitious brands at every stage.
Whether you have a proven proposition but haven't yet realised your full potential in UK retail, or have a strong concept and feel ready to launch, ALL SET can provide experienced commercial capability to help you take the next step.
Senior UK grocery, retail and FMCG experience — without necessarily hiring a full-time senior commercial leader.
We work with
- Start-ups
- Founder-led businesses
- Scale-ups
- Investor-backed brands
- International brands
Get in touch
Ready to explore what's possible for your brand or business?
If you're interested in meeting or learning more about how ALL SET can help, please contact Duncan.
duncancross@allsetconsulting.co.uk
Email Duncan