How do I make my brand wholesale-ready?

You need a wholesale price that's roughly 50% of retail and still profits you, a clean line sheet (products, prices, minimums, terms, lead time), and clear payment and shipping terms. Consistent pricing across channels matters too. Once those are in place, you can approach stores confidently and let buyers order easily.

How do I find stores that fit my brand?

Look for stores whose existing assortment, price tier, aesthetic, and location align with your product — fit converts far better than volume. You can research each store's site and Instagram manually, or use Jenro, which reads your live site and scores real retailers for aesthetic and category fit automatically.

What does it cost to sell wholesale?

It depends on the route. A marketplace takes commission on orders from retailers it introduces. A trade show booth runs into five figures all-in. Cold outreach costs mostly time. Jenro is a flat monthly subscription with 0% commission, so you keep 100% of every order you land.

Do I keep my retailer relationships?

With Jenro, yes — completely. It surfaces net-new retailers that fit your brand and hands you the match to contact directly. Nothing transacts through Jenro, so there's no commission and no platform between you and the buyer. Every relationship you build is yours to keep and reorder with on your own terms.

How to Get Your Products Into Retail Stores

How do you get your products into retail stores?

It comes down to three steps. First, become wholesale-ready: set a wholesale price, build a line sheet, and define your minimums and terms. Second, find stores that genuinely fit your brand's aesthetic and category — not just any store, the right ones. Third, pitch the buyer with a short, targeted message that proves the fit. Preparation and fit are what drive the yes; everything else is detail.

The sections below walk through each step, and link to deeper guides where you'll want them.

How do you get wholesale-ready?

Wholesale-ready means a buyer can evaluate and order from you without friction. That requires three things in place.

A wholesale price that works: roughly half of retail under standard keystone pricing, and still profitable for you after your true costs. A clean line sheet: a one-page sales document with your products, wholesale and suggested retail prices, SKUs, minimum order quantities, payment terms, and lead time. And clear terms: how you take payment, how you ship, and how long fulfillment takes.

Get your pricing and margins right before you build the line sheet — the numbers on that sheet are only as good as the costing behind them. When those pieces are solid, you can approach any store with confidence.

How do you find the right stores to approach?

Fit is the multiplier in wholesale. A short list of stores whose assortment, price tier, aesthetic, and location align with your brand will convert far better than a long list of stores chosen for reach alone. The buyer at a well-matched store can picture your product on their shelf immediately; the buyer at a mismatched one never will, no matter how good your pitch.

You can research fit by hand — reading each store's site and Instagram — or have software do it at scale. Either way, choosing the right stores is the highest-leverage decision in the whole process.

How do you pitch a buyer and land the order?

Lead with fit and keep it short. Name the buyer, reference what their store already carries, and say in a line or two why your brand belongs alongside it. Attach your line sheet so ordering is easy, and make the whole email skimmable in under a minute.

Then follow up — most placements come from the second touch, not the first. One or two short, specific nudges a week or so apart is the sweet spot. The brands that win wholesale aren't the ones who pitch the most stores; they're the ones who pitch the right stores well and follow through.

What does selling wholesale cost — and how do you keep your margin?

The route you choose to reach retailers has a bigger effect on your margin than almost anything else. A marketplace takes a commission on every order from the retailers it introduces, recurring on reorders. A trade show is a fixed, five-figure bet on whoever attends. Cold outreach costs mostly your time.

Because your wholesale price is already about half of retail, every one of these costs comes out of an already-halved margin — and recurring costs compound over the life of an account. Keeping the relationships you build commission-free is the most direct way to protect the margin you priced for.

Marketplace, trade show, or finding retailers yourself — which is right for you?

Each route fits a different moment. A trade show can pay off when you're genuinely ready and your category matches the floor. A marketplace offers quick exposure in exchange for commission and platform-mediated relationships. Finding retailers yourself keeps your margin and your relationships, but doing the fit research at scale is the hard part.

Jenro is built for that last route. It reads your live site, builds a profile of your brand, and scores real retailers for aesthetic and category fit — then hands you net-new matches to contact directly, on a flat subscription with 0% commission. You find the right stores, you own every relationship, and you keep 100% of what you earn.

Frequently asked questions

How do I get my products into retail stores?: Three steps. First, get wholesale-ready: set a wholesale price (about half of retail), build a line sheet, and define minimums and terms. Second, find stores that genuinely fit your brand's aesthetic and category. Third, pitch the buyer with a short, targeted message that shows the fit. Fit and preparation drive the yes.
How do I make my brand wholesale-ready?: You need a wholesale price that's roughly 50% of retail and still profits you, a clean line sheet (products, prices, minimums, terms, lead time), and clear payment and shipping terms. Consistent pricing across channels matters too. Once those are in place, you can approach stores confidently and let buyers order easily.
How do I find stores that fit my brand?: Look for stores whose existing assortment, price tier, aesthetic, and location align with your product — fit converts far better than volume. You can research each store's site and Instagram manually, or use Jenro, which reads your live site and scores real retailers for aesthetic and category fit automatically.
What does it cost to sell wholesale?: It depends on the route. A marketplace takes commission on orders from retailers it introduces. A trade show booth runs into five figures all-in. Cold outreach costs mostly time. Jenro is a flat monthly subscription with 0% commission, so you keep 100% of every order you land.
Do I keep my retailer relationships?: With Jenro, yes — completely. It surfaces net-new retailers that fit your brand and hands you the match to contact directly. Nothing transacts through Jenro, so there's no commission and no platform between you and the buyer. Every relationship you build is yours to keep and reorder with on your own terms.

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