Advice to Makers applying to sell to Independent Shops

Understanding the Independent Retail Landscape

We receive tens of emails every day from makers near and far wanting to sell their work with us. Whilst we try to look through most emails, rarely do we have the time to reply to them all. There are certain factors that can help you stand out and get you noticed by independent retailers who are time poor but looking for quality over quantity. We keep a spreadsheet of any makers that stand out to us so that we can contact them when and if we have space to stock their work, so don't be deterred if you don't hear back from a shop straight away. Unlike monolithic chain stores, independent retailers curate distinctive collections that reflect their unique aesthetic vision and customer base. We often operate with lean margins and limited storage capacity, making every product selection a calculated decision. It is always worth considering if your product range 'fits' in well with the products a shop already stocks, otherwise you are wasting your own time emailing them.

Independent shop owners possess an intimate understanding of their clientele's preferences. They've cultivated relationships built on trust and authenticity. When approaching these retailers, makers must recognise they're not simply selling products—they're proposing a partnership that enhances the shop's narrative and strengthens its community connections.

The wholesale landscape demands strategic thinking beyond mere product creation. Successful makers comprehend that independent retailers require reliable partners who can deliver consistent quality whilst maintaining competitive wholesale pricing structures that allow for sustainable retail margins. Remember that most if not all shops need to add VAT (20%) on top of the RRP whether you are VAT registered or not.

1.Preparing Your Products for Wholesale Success

Product readiness extends far beyond aesthetic appeal or functional excellence. Wholesale preparation encompasses multiple facets that determine commercial viability within independent retail shops.

Your brand and product range should demonstrate cohesive design language whilst offering sufficient variety to create compelling retail displays. Consider seasonal relevance, gift-giving occasions, and price point diversity. Independent retailers appreciate makers who understand merchandising principles and can suggest effective product groupings or complementary items.

Quality consistency becomes paramount when scaling from individual sales to wholesale production. Establish robust quality control processes and maintain detailed production records. Independent retailers stake their reputation on every item they stock, making reliability an indispensable characteristic they seek in maker partnerships.

Packaging considerations should balance sustainability credentials with practical retail requirements. If you make jewellery - how will this be displayed in the shop and sold to the customer - will you provide the packaging as part of the wholesale price? Make this clear. If you provide prints - how do they arrive? rolled in a tube or in a cellophane envelope with backing board? These details matter to the retailer.

2.Pricing your work

Pricing strategy represents one of the most critical determinants of wholesale success. Your wholesale prices must accommodate standard retail mark-ups—typically 2.2 to 2.5 times wholesale cost—whilst ensuring sustainable profitability for your business. Factor in materials, labour, overheads, and reasonable profit margins when calculating wholesale rates.

Payment terms require careful consideration and clear articulation. Many independent retailers appreciate flexible arrangements, but establishing boundaries protects your cash flow. Consider offering modest early payment discounts whilst implementing reasonable credit terms that reflect industry standards. Minimum order quantities (MOQ) on products to help you reach economy of scale. Free postage if the retailer spends 'X' amount per order. Minimum order value is common place and varies from one business to another

Well designed, considered presentation portfolios distinguishes professional makers from hobbyist makers. Develop comprehensive terms and conditions covering delivery timescales, return policies, and product care instructions. This information demonstrates commercial sophistication and helps prevent misunderstandings that could jeopardise valuable retail relationships.

3.Mastering the Art of Retail Approach

Successful retail engagement requires strategic timing, personalised communication, and genuine appreciation for each shop's unique character. Research prospective retailers thoroughly before making contact—understand their aesthetic preferences, target demographic, and existing product offerings. Visit the shop if you can - understand their approach to product selection. Why do you like the shop and why do you think your work would sell well there?

Initial outreach should be concise yet compelling. Pop in and say hello of course but for me personally, email is the preferred communication method, it allows me to review your proposition during quieter business periods. In your email, keep it to the point and only Include essential information about the brand - going into too much personal detail is overwhelming and takes too long to read.

• Craft personalised subject lines referencing the specific shop / person who owns it. A generic copy and paste email is always off putting.
• Include 3-5 high-quality product images showcasing your range or preferably attach a pdf line sheet cataloging your collection
• Provide clear wholesale pricing and minimum order requirements
• Mention your location and sustainable production practices
• Suggest a convenient time for product viewing , sending samples or further discussion

Timing considerations can significantly impact response rates. Avoid peak trading periods like December and March when we are focusing on tax returns. Mid-week approaches often receive more thoughtful consideration. Product selection is often done 1-2 seasons ahead, so for Christmas products you need to make contact with retailers February-May as most Christmas purchases are made in June/July. It always amazes me the emails i receive from makers in November asking if i want to stock their Christmas cards!

4.Communication is key

Effective communication forms the bedrock of enduring retail partnerships. Maintain regular contact without becoming intrusive—quarterly updates about new products, seasonal collections, or production milestones keep your brand visible whilst respecting busy retailers' time constraints.

Transparency regarding production timescales, stock availability, and any potential delays builds trust and allows retailers to manage their inventory planning effectively. Independent shop owners appreciate suppliers who proactively communicate challenges rather than leaving them to discover issues through delayed deliveries.

5.Delivery and Logistics

Establish consistent delivery schedules that align with retailers' receiving preferences and storage limitations. Many independent shops operate with restricted stockroom space, making precise delivery timing crucial.

Consider consolidating deliveries to reduce environmental impact and shipping costs—both factors are important to sustainability-conscious retailers. Implement tracking systems that provide real-time visibility of order progress and delivery status.

Supporting Retail Success

Exceptional makers go beyond simple product supply to actively support their retail partners' commercial success. Consider providing point-of-sale materials, product care instructions, and compelling maker stories that help shop assistants engage customers more effectively.

Social media collaboration amplifies marketing efforts for both parties. Tag retail partners in your posts, share their styling of your products, and celebrate successful collaborations publicly. This cross-promotion strengthens relationships whilst expanding both parties' audience reach. uccessful wholesale relationships evolve into genuine partnerships where both parties contribute to mutual prosperity. By focusing on reliability, professionalism, and collaborative success, makers can build sustainable businesses that enrich the independent retail landscape.