PREPARTION MATTERS

Getting your products shop-ready before you approach retailers

Almost every single day I hear from creative business owners, product makers and small start-up brands asking if I’ll stock their products at The Ruby Orchard.  And I absolutely love that — it’s exciting to see so many people bravely putting their work out into the world.

But what often happens next is very telling. As soon as the conversation turns to wholesale pricing, minimum order quantities (MOQ’s), catalogues, order forms and payment terms, I can sense the uncertainty creeping in. Many makers simply haven’t been shown how wholesaling works, and suddenly something that felt exciting starts to feel overwhelming.

So before you approach shops with your products, let’s slow things down and talk about everything you need to have in place first. Being “shop-ready” doesn’t mean being perfect — it means being prepared, confident and professional.

Getting Your Products Shop-Ready

Before a retailer ever looks at your work, your product needs to stand confidently on its own. Ask yourself:
Is this product finished? Is it consistent? Can I reproduce it again and again to the same standard?

Retailers need reliability. They need to know that what they order today will look and feel the same when they reorder in three months’ time. This is where refining your product range, tightening up quality control and being realistic about your production capacity really matters.

Product Appraisal, Finishing Touches & Packaging

Packaging is not an afterthought — it’s part of the product. Shops look for items that are ready to go straight onto shelves. This means secure, neat, thoughtful packaging that reflects your brand and appeals to their customer.

Labels should be clear and compliant, description easy to read, and the overall presentation should feel intentional. Beautiful packaging not only helps sell your product, it reassures the retailer that you take your business seriously.

Selecting the Right Shops

Not every shop is the right shop for your brand — and that’s a good thing. Before approaching anyone, do your research. Visit stores, look at what they stock, observe their price points, colour palettes and overall aesthetic.

Ask yourself:
Does my product belong here?
Would their customer understand and value my work?

Targeting the right shops saves you time, energy and rejection.

Approaching Shop Owners & How to Pitch

Confidence comes from preparation. When you approach a shop owner, be ready to clearly explain who you are, what you make, and why your product would be a good fit for their store.

This doesn’t need to be pushy or rehearsed — just calm, honest and informed. Retailers appreciate clarity. They want to know that you understand wholesale and that working with you will be easy.

Pricing Products for Wholesale

This is where many creatives stumble — and it’s completely understandable. Wholesale pricing requires you to know your costs inside out: materials, labour, packaging, overheads and profit.

Your wholesale price should allow the retailer to apply their mark-up while you still make money. And importantly, your retail price should remain consistent whether the customer buys from you directly or from a shop.

Catalogues, Order Forms & Invoices

Retailers don’t want confusion. A simple catalogue or line sheet showing product images, prices, product codes and order quantities makes ordering straightforward and professional.

Clear order forms and proper invoices build trust and save time — for both you and the shop. Systems don’t have to be complicated; they just need to exist.

Payment Terms & Minimum Order Quantities

Before you ever take an order, decide how payment works. Will you require full payment upfront? What are your lead times? What is your minimum order value or quantity?

MOQ’s protect your time and ensure wholesaling is worthwhile for you. They also set clear boundaries — something retailers actually appreciate.

Don’t be afraid to ask for full payment upfront, retailers wont be surprised by this.

Returns, Damages & Policies

Things happen. Items break, parcels get damaged, mistakes occur. Having clear policies around returns and damages shows professionalism and prevents awkward conversations later.

If it’s not written down, it’s not agreed upon.

Consignment – The Pros & Cons

Consignment can be tempting, especially when you’re starting out, but it’s important to understand the risks. Your stock sits in a store without guaranteed payment, and your cash flow takes a knock.

Sometimes consignment makes sense — often it doesn’t. The key is knowing when to say yes and when to protect your business.

Exclusivity – What It Really Means

Exclusivity sounds lovely, but it should never be given away lightly. If a shop asks for exclusivity, ask questions. What does that mean? What are they offering in return? Are minimum order commitments involved?  Exclusivity should benefit both parties.

When You Get an Order – The Personal Touches

This is where relationships are built. Thoughtful packaging, handwritten notes, timely communication and delivering on your promises all leave a lasting impression.

Shops remember how working with you felt.

Building Relationships & Making Shops Work for You

Wholesaling isn’t just about selling products — it’s about partnership. Stay in touch, check in, ask for feedback, share their store with your audience and celebrate the relationship.

When shops feel supported, they support you back — with repeat orders, recommendations and loyalty.

Approaching shops doesn’t have to feel intimidating. When you take the time to prepare properly, you step into those conversations feeling grounded, confident and ready.