What to Put on Your Wholesale Line Sheet Cover Page
If you’re working to grow wholesale, your wholesale line sheet (or wholesale catalog) is one of your most important tools. It’s a single, cohesive way to present your line, products, pricing, and wholesale terms in a format that lets you tell your story to store owners, exactly how you want to.
This guide focuses on the PDF line sheet because it is a tool that can be used when you’re doing active outreach to shops. A PDF line sheet is a flexible, affordable, straightforward way to present your line. (BTW - We’ve covered the basics of creating a line sheet in our Line Sheet 101 Guide and reviewed improvements in Overhaul Your Wholesale Line Sheet In a Weekend.) As you create or improve your line sheet, keep in mind that the cover page – the very first page of your line sheet document – is especially important. This is because it is the powerful first impression you give a store.
The PDF line sheet is not the only way to introduce your product line. Some makers use their Faire (or other marketplace) storefront as the place they showcase their products. Online storefront and ordering tools, like Candid, are another avenue. While others use a dedicated wholesale website. All are great options, which we dig into in more detail in our Wholesale In a Box course. (It even includes an easy-to-use PDF line sheet template!)
If you use a line sheet or catalog outside the context of an in-person trade-show, your cover page becomes even more crucial because store owners will be reviewing it online (not flipping through a paper document.) In an online context, research has shown that most users give a website between 5 and 15 seconds before deciding if the website is “for them.” That is a maximum of 15 seconds to make an impression. Often, store owners will only view your cover page before deciding if the document is worth their time.
Cover pages are essential and we know they can feel intimidating – like the ultimate blank canvas. The basics of what you need to include are pretty simple.
Your wholesale line sheet cover should include these basics:
A compelling photo that represents your line.
Your brand name.
A title like “Wholesale Line Sheet” or “Wholesale Catalog.”
(If you release frequent collections) A date range or season (e.g., Brand Name Fall/Winter 2023-24).
3 tips for your wholesale line sheet cover page:
Be sure it’s aligned with your brand.
Pick an image that, at a glance, shows what kind of product (or products) you offer, and really gets across your ethos/aesthetic. Make sure the photos are clear and “match” your vibe. For example, if your overall brand feel is light, breezy, and minimal, be sure your photos don’t have a dark and moody vibe. Remember to consider the cohesiveness when choosing fonts, colors, and overall design as well.Keep it clean and simple.
Remember – the purpose of your cover page is to introduce your line sheet. So, let it be that and only that. Keep in mind that for the most part, one or two photos tend to work better than a large collage for a cover page. This approach can avoid overwhelming and distracting readers. If your business name includes “LLC” or you’ve included your email address, phone number, and physical address on your cover page, go ahead and remove those. Of course, if you’ve got a brand-aligned footer with your contact info, that’s fine. By using your Terms page for details like contact info, you can keep your cover page simple and streamlined. Keep in mind, that some folks like to include the season and year on their cover page, but it’s certainly not a requirement.Make your product the hero.
There is an old advertising adage that says ‘if you’re selling a product, then make that product the hero.’ For instance, if we're selling handbags, when we take a photo of, say, a model carrying a handbag -- then the handbag has to be the hero, not the model.
What does a successful wholesale line sheet cover page look like?
Below are some examples of successful wholesale line sheet cover pages. Each covers the basics and demonstrates the three tips in action.
1canoe2
1canoe2’s line sheet uses typography that feels modern, handmade, and gentle all at the same time – which is resonant with their brand. The lifestyle image they chose to feature, conveys these same style/ethos elements through the use of props, lighting, and layout. They successfully made their products the hero of the image.
As a more established maker known for its paper goods, 1canoe2 made a specific choice to feature only their home goods on their cover. This approach has pros and cons. Pro: They’re featuring products that feel new and exciting to current stockists. This encourages stockists to focus on those new pieces. Con: Stores that don’t yet know 1canoe2’s line could incorrectly assume that 1canoe2 is a home goods only line. Potentially leading a new stockist seeking paper goods, to discard their line sheet on first impression alone.
Furbish
Furbish’s line sheet cover page is another example that covers all the basics. This line sheet cover page is boldly colorful, and vibrant which is on par with the Furbish spirit. By not using any additional imagery or wording, the image was kept from being unnecessarily cluttered. The logo and products have a complimentary style. They made their products the hero by choosing an image that really showcases a few of their pieces in their signature style.
Rifle Paper Co.
This is another example of effectively using the basics. Rifle Paper Co’s wholesale line sheet cover page keeps it simple with a neutral background, really making the products the hero. The information included is kept minimal and does not overwhelm the page. This photo captures their ethos/ aesthetic with several examples of their colorful floral paper goods arranged in a way that creates movement and whimsy.
While every brand has a unique product line and aesthetic, these universal basics of using a compelling photo that represents your line, including your brand name, title, and season (if applicable), are an easy way to elevate your wholesale line sheet cover page to make the most of your first impression with potential stockists.
Need more resources for wholesale line sheets? Check out: