Your Wholesale Line Sheet: 5 Must Haves

Growing WholesaleWholesale BasicsWholesale Line Sheet

Dec 17

If you’re working to grow wholesale as a maker or independent brand, you probably have (or will have) some kind of wholesale line sheet. But… having a line sheet is not the same as having an effective line sheet. It's often going to be the only representation of your products that a store owner ever sees before they decide whether to place an order. And if store owners are taking the time to consider your line, it’s a shame to squander that attention with a document that doesn’t represent you well.

Since we work one-on-one with brands and makers every day, we do a lottttt of line sheet reviews. We see it all – the good, the bad, the ugly and the… confusing. So today we want to give you just FIVE basic must-haves to help you make sure you’re maximizing your wholesale line sheet’s effectiveness.

What is a Wholesale Line Sheet?

Most simply: a wholesale line sheet is a document that presents your wholesale products, pricing, and terms to wholesale buyers. Many times, this will be a simple, but carefully designed PDF document, akin to a catalog, that can be emailed or mailed to buyers.

Depending on your wholesale strategy, your line sheet may not be a PDF document… but it does need to be thoughtfully and effectively put together. It needs to show your products at their best, tell your story, and also give a rundown of items and prices. This can be a website, a PDF document, or something else. No matter the format, your line sheet has the potential to be a powerful tool that can have a huge impact on your outreach efforts.

Of course, some brands choose to solely use wholesale marketplaces to grow wholesale -- and with that approach, you would only need your store’s/portals within each marketplace to introduce your work to shops. Most brands, however, take a more balanced and diversified approach to growing wholesale (which is what we recommend.) That means that -- yes -- you have your marketplace stores/presence, but you also connect with stores through other avenues (and thus need a line sheet.)

5 Must-Haves for Your Wholesale Line Sheet:

A great front cover.
The purpose of your cover page is to introduce your line sheet. With a compelling picture or two, your logo / brand name, title and date range, if applicable (e.g., Brand Name Fall/Winter 2015-16 Wholesale Line sheet). Save the complete contact information for your Terms Page, this keeps the cover page streamlined and clean. This is the first introduction of the line, and research shows that you have between 5 and 15 seconds to make that first impression. So, spend a bit of time to make sure the photo, fonts, and overall look represent your ethos well. Any photo(s) should highlight your product(s) and try to keep this page simple and uncluttered. (More on great line sheet covers right this way.)
Clear products, pricing, and terms.
The most important thing in a line sheet is that the store buyer doesn’t have to struggle to understand: what you sell; how much it costs; and what your terms are. It’s almost always crucial to make sure store owners can gather all of this information without effort or multiple steps. Of course, if you become very established in wholesale, you can make store owners jump through more hoops to work with you. But if you’re just starting out, you want to make sure all of this information is easily accessible from the start of any conversation. (We expand upon wholesale terms here.)
About Page.
If you’re a small brand, a big reason that people buy from you is because of who you are and what the line represents. Your line sheet is the perfect opportunity to craft a persuasive narrative just for store owners looking for novel products and unique brands. So including a clear, compelling “about” page in your line sheet is important. Include a brief description of you, your process and your products, plus a couple of process or studio pictures. (More on framing your story here.)
Strong and friendly Wholesale Terms.
Always have a page that includes ordering instructions, policies, and terms, and contact information. You'll want to be sure to cover minimums, turnaround time, payment forms, how to order, who covers shipping and/or insurance, etc. One key here is to avoid overly stern “legalese” and make sure the wording and tone represent your brand and ethos. (More on common wholesale term mistakes and how to fix them here.)
Simple ordering & contact information.
Another thing that store owners shouldn’t struggle to find is: a straightforward way to order with and/or contact you. Again, the fewer hoops they have to jump through, the better. Try to keep in mind that store owners/buyers are oftentimes squeezing tasks like ordering in between other duties, so the less time and effort it takes, the higher the likelihood of them successfully placing an order with you. Click here for more ways to simplify your wholesale ordering process.

By mastering these line sheet basics, your wholesale outreach will become more effective. Meaning that you can spend less time on outreach, chasing sales, and more time in the studio hand-crafting your incredible products.