For many product businesses, getting into stores is the big goal. Retail brings credibility, reach and volume. It also brings new costs, new expectations and new ways to fail. Here is how to approach wholesale thoughtfully.
Are you ready?
Before approaching retailers, make sure you have:
- Wholesale pricing that works. Retailers typically expect a significant margin. Your wholesale price must still cover your costs and leave profit.
- Production capacity. Can you fulfil larger orders and restock reliably?
- Retail-ready packaging. Barcodes, required labelling, and packaging that works on a shelf.
- Proof of demand. Direct sales, reviews or market success help you stand out.
- Insurance and paperwork. Many retailers require product liability insurance and specific documentation.
Find the right retailers
Start with stores that genuinely fit your product and customer.
- Independent shops are often easiest to approach and more open to new brands.
- Specialty stores that focus on your category are a natural fit.
- Regional chains can follow once you have proof from independents.
- Large national retailers usually come later, with more requirements.
Visit stores. Check what they stock, at what price, and where your product would sit.
Prepare your materials
- Sell sheet: a one-page summary with product images, descriptions, wholesale and suggested retail prices, case pack, minimum order and contact details.
- Line sheet or catalogue if you have several products.
- Samples for buyers to try.
- Your story in a few sentences.
Make the pitch
- Research the buyer. Know their store and why your product fits.
- Follow their process. Many retailers explain how they want to be approached.
- Be concise. Buyers are busy. Explain what the product is, why it sells, and why it suits their store.
- Focus on their benefit. Margin, customer demand, what makes your product different from what they stock.
- Follow up politely.
Wholesale marketplaces
Online wholesale marketplaces connect brands with independent retailers. They can make it easier to be discovered and handle payments, often with favourable terms for retailers. They are a useful channel, particularly early on, though fees and terms vary.
Support your product on the shelf
Getting on the shelf is only the beginning. Products that do not sell are dropped.
- Provide point-of-sale materials — shelf talkers, displays, signage.
- Offer demos or sampling.
- Promote stockists on your website and social media.
- Train staff with simple product information.
- Track sell-through and stay in contact with buyers.
Design for the store
Retail environments matter too. A main aisle wide enough to move through and lighting that shows the product let customers shop comfortably. Products sell better in spaces designed around how people actually shop.
If you need packaging, sell sheets or retail displays that help buyers say yes, get in touch.