Starting a Wholesale Program: When and How

Wholesale can double or triple your revenue with relatively low customer acquisition cost.

Is Your Business Ready?

Signs You're Ready

• Consistent DTC sales and operations
• Margins that survive wholesale pricing (typically 50% off retail)
• Production capacity to scale
• Products that work in retail environments

Signs You're Not Ready

• Still figuring out product-market fit
• Margins too thin for wholesale
• Can't produce at scale yet
• DTC operations still need attention

The Wholesale Math

Standard wholesale is 50% of retail. You need to profit at that price point.

Setting Up Your Program

1. Define Terms

• Minimum order quantities
• Payment terms (Net 30 is standard)
• Shipping policies
• Return policies

2. Create Materials

• Wholesale catalog/line sheet
• Price list
• Order form
• Brand guidelines

3. Build Application Process

Not every store is the right fit. Qualify retailers before approving.

Finding Retail Partners

Inbound

• Wholesale marketplace listings (Faire, Abound)
• Trade show presence
• "Wholesale" page on your site

Outbound

• Research stores that fit your brand
• Personalized outreach
• Send samples
• Follow up consistently

Start Small

Test with a few retailers first. Learn what works. Scale what succeeds.