Both distributors and retailers manage the shelf by allocating it to various products. The bigger shelf space allocated to the product, the better product visibility, availability, and in result better sales results. This is why investing in shelf space is so important. Operation of increasing shelf space is equivalent to opening new stores. New space means buying new fixed assets, so increased maintenance and depreciation costs.
Depending on the business form you manage and available cash, there are different available options to increase the shelf space.
In the same view you can also sell some of your stores to reduce maintenance costs and get some cash. It might be a good idea in a mature market, whet expansion in number of stores does not bring satisfactory growth in revenue.