Updated September 2026 · 9 min read
Short answer: To sell your products to stores, set a wholesale price that leaves room for the store’s markup, build a line sheet with your terms, make a list of stores that fit your brand, and pitch the buyer with a short, specific email. Then make reordering easy so one order turns into many.
Wholesale can grow a small brand faster than direct sales alone, because every store you land sells your product to customers you’d never reach yourself. This guide covers how to sell your products to stores step by step, from pricing to follow-up, with a worked example.
Is your product ready to sell to stores?
Before you reach out, make sure you can deliver what stores expect. Buyers want products that sell, arrive on time, and don’t create headaches.
Checklist: Wholesale readiness
- ✅ Your retail price and wholesale price both leave you a real profit
- ✅ Packaging is retail-ready and protects the product in transit
- ✅ Products have barcodes if your target stores need them
- ✅ You can produce and ship your likely order sizes on time
- ✅ Required labels, warnings, and safety testing are in place for your category
- ✅ You have product liability insurance, if stores ask for it
- ✅ You have clear photos and a line sheet
Many retailers scan barcodes at checkout. If your product doesn’t have one, GS1 US is the standards organization that licenses company prefixes used to create UPC barcodes.
How do you price products for stores?
Stores need to make money on your product, too. A common starting point is setting your wholesale price at about half of your suggested retail price (MSRP). That lets the store double its cost, which is called keystone pricing.
Wholesale price ≈ MSRP ÷ 2
Example: your candle retails for $28. Wholesale = $14. Your cost to make it is $6, so you earn $8 per unit, a 57% margin on the wholesale price.
Check: ($14 − $6) ÷ $14 = 57%.
If your costs don’t leave room for this, raise your retail price, lower your costs, or rethink the product. For the full method, read how to calculate wholesale price.
| Price point | Who pays it | Example |
|---|---|---|
| Cost to make | You | $6 |
| Wholesale price | The store | $14 |
| MSRP (retail price) | The shopper | $28 |
Set your wholesale terms
- Opening order minimum: a dollar amount or unit count, such as $150 to $300 for many small brands (example range).
- Reorder minimum: often lower than the opening minimum.
- Payment terms: prepay at first, with net terms (such as net 30) for accounts that have paid on time.
- Lead time: how many days until orders ship.
- Shipping: who pays, and any free-shipping threshold.
- Damages and returns: how to report problems and what you’ll do.
How to sell your products to stores, step by step
At a glance: selling to stores
1
Get ready. Set pricing and terms, and make a line sheet.
2
Find stores. Build a list of shops whose customers match yours.
3
Pitch. Send a short, personal email to the buyer with your line sheet.
4
Follow up. Check in politely, then make reorders easy.
1. Make a line sheet
A line sheet shows your products, SKUs, wholesale prices, MSRPs, and terms in a simple PDF. It’s the first thing most buyers ask for. Learn what to include in what is a line sheet.
2. Build a target list
Look for stores where your product fits naturally, both in price and style. Good places to find them:
- Local boutiques, gift shops, and specialty stores in your area
- Stores that carry brands similar to yours (check the “brands we carry” page on their websites)
- Online wholesale marketplaces where retailers browse new brands
- Trade shows in your region or industry
- Museum shops, hotel shops, and other niche retailers
Start with 20 to 50 stores. Note the buyer’s name if you can find it, the store’s style, and why your product fits.
3. Pitch the buyer
Keep your first email short. Say who you are, why your product fits their store, one or two proof points (like sales at markets or reviews), your wholesale price range and minimum, and attach or link your line sheet. Offer a sample if it makes sense. For templates, see how to pitch a retail buyer.
4. Visit in person (when it makes sense)
For local stores, a quick visit on a slow weekday can work well. Call ahead or ask when the buyer is available. Bring samples and your line sheet, and keep it brief.
5. Follow up
Buyers are busy. A polite follow-up about a week later is normal. If you don’t hear back after two or three tries, move on and try again next season.
What happens after a store says yes?
- Confirm the order in writing with quantities, prices, terms, and ship date.
- Pack carefully and include a packing slip and invoice.
- Ship on time and send tracking.
- Check in a few weeks later to see how it’s selling.
- Support the store with photos, product info, and display ideas.
- Make reordering easy with a simple order form or online portal.
Reorders are where wholesale really pays off. A store that sells through your first order and reorders every few months is worth far more than a one-time sale.
2×
Typical keystone markup stores apply to your wholesale price
20–50
A reasonable first outreach list for a new brand (rule of thumb)
~1 week
Common wait before a polite follow-up email
Wholesale vs. consignment: which should you offer?
Some stores, especially small galleries and boutiques, may offer consignment instead of buying outright. With consignment, you get paid only after items sell, and the store keeps a percentage. Wholesale means the store pays you up front (or on terms) and owns the stock. Wholesale is usually better for cash flow, but consignment can help you get into a store that won’t take the risk yet.
Common mistakes when selling to stores
- Pricing wholesale too high, so stores can’t make a profit.
- Selling to two stores on the same street without thinking about overlap.
- Selling online for less than your MSRP, which undercuts your stockists.
- Missing ship dates or sending incomplete orders.
- Sending long, generic pitch emails to “info@” addresses.
That third mistake deserves extra attention. If you sell direct to shoppers on your own website or at markets, keep your price at or near your MSRP. Stores notice quickly when a brand runs deep discounts online, and many will drop a line that makes their shelf price look too high. Protecting your stockists’ prices is one of the easiest ways to earn loyal, repeat accounts.
FAQ
How do I get my product into local stores?
Start with shops you already shop at, where your product clearly fits. Email or call to ask for the buyer, share your line sheet, and offer a sample. Local stores often like supporting nearby makers.
What percentage do stores take when you sell wholesale?
With wholesale, the store doesn’t take a percentage. It buys your product, usually around 50% of the retail price, and sets its own shelf price. Consignment is different: the store keeps a percentage of each sale.
Do I need a barcode to sell to stores?
Many small shops don’t require one, but larger retailers and stores with scanning systems often do. Check with each store before you pay for barcodes.
How many stores should I pitch at once?
Pitch a manageable number, such as 10 to 20 at a time, so you can personalize each email and keep up with follow-ups and orders.
Bottom line
Selling your products to stores comes down to four things: a wholesale price that works for both of you, a clear line sheet and terms, a targeted list of stores that fit, and short, personal pitches with steady follow-up. Deliver on time and make reorders easy, and your first few accounts can become a reliable part of your business.
Wholesale Handbook 
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