Insider Tips for Selling Wholesale to Large Retailers (as an Indie Brand!)

At Wholesale In a Box, we focus on helping makers and independent brands get their work into independent brick and mortar shops. That can be a great approach because:

• Independent shops are easier to work with and don’t demand huge leaps in production.

• Having a broad base of independent boutiques is often a great way to build a strong foundation (in terms of operations, brand, and volumes) if and when you do decide to sell to large retailers.

• Selling to shops around the country is a great way to catch the eye of a nationwide retailer.
  
  

All of that said, many makers and independent brands want to sell to large retailers at some point – or at least are curious about what they would need to have in place to have that option. Large retailers can provide a level of exposure and sales volume that you simply can’t get any other way. And for some independent brands, one or more sales like this are an important piece of their overall strategy. So we invited three experts with really practical, deep experience to offer their insights about how to take large retailers on successfully.

As part of the Wholesale In a Box Course, we added a special bonus section with our full video interview with these three experts as well as a detailed timestamped transcript so you can jump to the expertise you need the most. In that bonus exclusive, we look at:

• One smart approach to growing wholesale with smaller boutiques (through direct outreach) and then with larger retailers.

• Why smaller boutiques can sometimes be even better for your brand than large retailers.

• What it really looks like to fulfill an order to Anthropologie as an independent brand.

• Why you may not need to be EDI compliant and what EDI Compliance is (33:54)

• What larger retailers look for when deciding what lines to carry.

• Key considerations in deciding whether to accept an order from a larger retailer.

• The importance of packaging.

• Terms, pricing, and freight with large retailers: everything is negotiable.

• What to expect with timelines and turnarounds.

• The power of asking your customers to spread the word.

• What data you need to grow wholesale smart and the questions to ask about your data.

About Our Experts:

Lindsay Droz and Kristi Lord are the cofounders of L’AVANT Collective, which is a line of high performing, plant-based cleaning products designed in beautiful refillable packaging. They sell online, to dozens of local independent brick-and-mortar shops and to respected large retailers like Goop and Anthropologie. Lindsay has more than 20 years of experience in sales and marketing in the medical device world. And Kristi brings deep skill in finance and accounting.

Elizabeth Geri is an advisor, business coach and consultant. She is a former retail exec turned entrepreneur with over 20 years working in the retail space. She has an MBA from the Chicago Booth School of Business, deep heart-led intuition around business and community building, as well as impressive corporate chops, including as Senior Vice President, Marketing & Ecommerce for Sur La Table. Today, she is building a SAAS solution to equip digitally native brands with the tools and mindset to build retail partnerships.

Yes, that full conversation is only available in the Wholesale In a Box course, but not to worry! In this article, we’re going to look at three big takeaways from this conversation to keep in mind for growing into large retailers like Anthropologie and Goop.

Insider Tips for Selling Wholesale to Large Retailers (as an Indie Brand!)

1) You don’t have to accept the order.

If and when you get an order request from a large retailer, it’s important to remember that you don’t have to say “yes.” Lyndsay and Kristi decide with each new retailer, “is that the right fit for us? Do we have the resources to handle that?” And Elizabeth affirms how crucial it is to get clear on your vision for your line. Start with a firm sense of your goals and make sure the order will serve them. Elizabeth recommends asking yourself: “Does it make sense to spend all the time doing this? Do we have enough inventory and confidence in our ability to get back in stock after the order? Can we serve the retailer, our existing customers, and new customers that may come as a result of this order? The awareness [of new customers from a large retailer] doesn't do you any good if you can't fulfill the orders on the backend.” So remember that a retailer’s inquiry is an invitation, not an obligation, and you can take the order or say “no for now” if that’s what is right for you.

2) Everything is negotiable.

As a small brand, it can feel like you’re at a disadvantage in negotiating with a buyer from a place like Anthropologie. But in conversations with large retailers, you should know that the terms they bring you may only be a starting place. Lyndsay and Kristi have had the confidence to advocate for what they need. “As much as we want to do business with them, we have to say no until they can meet our demands and guess what? They met our demands because they wanted us, too. So, don't let your value be taken away when they come to you first and have these big numbers. Push back on them because if they want you, and that's what you can afford, then it's important to be honest with them about that. It's not just about making money, but we need to be a sustainable business and be able to pay our employees and pay for products, and we can't do that at X amount of prices that are being offered sometimes.”

3) Even with large retailers, it’s all about relationships.

With small boutiques where the buyer is also the owner, it’s probably clear to you that building a strong relationship is key. But Lyndsay, Kristi, and Elizabeth all said throughout our interview that relationships are also the foundation of sales with larger retailers. Lyndsay advised: “Make it personal. Any type of contact that you want to reach out to, from a wholesaler, from someone to seek advice from, make it personal. Do your time to look into them and who their customers are, who they are, what interests them, and tell them why you want their time, but make it personal.” In your negotiations and throughout the ordering process, be thoughtful about talking to the person behind the sale. And even if you need to walk away from a particular deal, you can continue to be in relationship with partners or buyers so that when the time (and terms) are right, you are able to reach out to a friend, not a stranger. These three entrepreneurs also exemplify a generous approach to community-building that goes beyond any one transaction. They give generously, connect boldly, and show up as themselves in their work.

It was a joy to speak with three entrepreneurs who have achieved such success with their work – and who look at their growth in such holistic, principled ways. Whether growth with large retailers is right for you or not, their advice is powerful so you can understand the landscape and make the right decisions for your unique situation.

What is Wholesale In a Box?

Wholesale In a Box is our comprehensive course on growing wholesale, for makers. It is a self-paced training that includes everything you need to grow wholesale efficiently, effectively, and in your control. We teach a method that helps makers take wholesale outreach into their own hands, through a balance of direct outreach to new shops, cultivating relationships with your current stockists, and using the marketplaces (like Faire) wisely. Plus, makers can choose to get wholesale coaching from us, by email, which is why many makers say that Wholesale In a Box made them “go pro” with their business, improving everything from their operations to their line sheet to their marketing.

Looking for more free training and resources for growing wholesale? Head right this way for our free training on growing wholesale as an independent brand.