Prepare a clear retailer offer with buyer evidence, trade terms, realistic costs in £, fulfilment checks and a focused first pitch.
A retailer saying “send me the details” is encouraging, but it is not yet a wholesale order. Before you approach buyers, make sure the product, trade price, order quantities and delivery promise form one offer that a retailer can actually assess.
This wholesale launch checklist helps small product businesses prepare for a first retailer conversation. It covers buyer fit, evidence, trade terms, costs in pounds sterling (£), fulfilment and sales materials. It does not predict demand or guarantee that a buyer will stock your product.
Use the free Wholesale Launch Assessment to identify your strongest wholesale signal, your biggest preparation gap and a practical next test.
Answer six practical questions about your buyer, product, pricing, order terms and delivery plan. Get a focused next step and a downloadable launch plan.
“Independent shops” is still a broad target. A gift shop, specialist food store, garden centre and online boutique may serve different customers, price points and buying occasions. Start with one type of retailer and describe the customer who shops there.
Then explain why your product belongs in that context. Is it a useful gift, a replenishment item, a specialist solution or an addition to a category the store already serves? Use observations, customer feedback, current sales or a direct buyer conversation to support the answer. Treat compliments from friends and social engagement as early signals, not proof of repeat retail demand.
A buyer should be able to understand the range without reconstructing the details across emails. Prepare a simple line sheet with product names or identifiers, sizes or variants, trade prices, recommended retail prices, case quantities, minimum order, availability and the person to contact. Include product photographs that match the current item.
Write down how an order is placed, how long preparation takes, how delivery is charged and which payment terms you are proposing. If a point still needs agreement, label it as a proposal rather than presenting it as settled. The UK Small Business Commissioner advises businesses to understand payment terms before taking on work and to put agreed terms in writing. The exact terms depend on the transaction, so get appropriate advice where needed.
Wholesale revenue can look attractive while cash is tied up in production, packaging or stock. Model one realistic order quantity. Start with product cost, inbound freight, preparation, packaging, delivery to the retailer and any order-level fees. Then include discounts or other variable costs that apply to that order. Write down when you pay suppliers and when you expect the retailer to pay you.
Keep margin and mark-up distinct. If a product costs £10 and sells to a retailer for £15, the £5 difference is a 50% mark-up on cost (£5 divided by £10) but a 33.3% gross margin on the trade price (£5 divided by £15). State the formula in your worksheet so you do not compare unlike numbers.
For a second view of the two-sided pricing question, use the Wholesale Retailer Margin Lab. It compares the supplier and retailer assumptions you enter. Its output is arithmetic, not a recommended price, proof of demand or a profit forecast.
Check the order size, product and delivery costs, payment timing and buyer fit. The assessment turns the weakest area into a practical preparation step.
Before quoting a lead time, check what can be supplied now and what depends on a new production run. Review the quality check, packaging, labelling, dispatch process and the route for a late, damaged or incomplete order. If you rely on another supplier or manufacturer, make sure the promise you give the retailer matches their current terms.
Where product-specific rules, safety requirements or documentation may apply, verify the current requirements for the product and markets involved. Do not use a generic checklist as a substitute for professional or regulatory advice.
Keep a sample, product sheet and a concise introduction ready. Make sure the photographs, specifications and claims are accurate. Tell the buyer what you are asking for: feedback on range fit, a sample review, a first order discussion or a follow-up meeting.
Personalise the selection to the shop rather than sending a generic catalogue. After the conversation, record the buyer’s questions, what you promised to send and when you will follow up. A buyer’s silence is not a signal to send repeated messages without context. Use a reasonable follow-up and then return to other evidence-building work.
Agree important commercial terms before starting work. The Small Business Commissioner recommends researching the customer, preparing questions and putting agreed terms in writing. For consumer-facing terms and notices, the Competition and Markets Authority’s guidance explains fairness and transparency duties. Wholesale arrangements differ, so review the rules that apply to your specific transaction.
Usually, a buyer needs enough accurate information to assess the range: product names or identifiers, variants, trade and recommended retail prices, minimum or case quantities, availability, lead time, delivery terms and an ordering contact. Include relevant product specifications or documentation for your category.
There is no universal quantity. Start with an order size you can fulfil and finance, then confirm the retailer’s expected volume, minimums, lead time and any reorder pattern. Do not produce stock only because a buyer has shown informal interest.
That depends on your VAT status, the transaction and how you present the quote. The assessment and worked examples use £ for planning and do not determine VAT treatment. Check current HMRC guidance and obtain qualified advice if you are unsure.
Interest is useful evidence, but readiness also depends on clear terms, workable order economics, product information, capacity and follow-up. Treat each retailer conversation as a test that helps refine the offer.
The purpose of a wholesale launch plan is not to make every uncertainty disappear. It is to make the offer clear, check the largest cost and delivery risks, then learn from a suitable buyer. Use the Wholesale Launch Assessment to decide what to verify next.
Turn your answers into a practical checklist for buyer fit, order economics, terms and fulfilment. Review the weakest point before widening your outreach.
If you would rather talk through the right next step for your product range, book a free call with MLFG.
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