A stockist enquiry is more useful when it shows why the range fits the retailer and how the seller can supply it reliably. Sending a generic catalogue to every shop creates work without establishing a commercial reason to respond.
Prepare a concise proposal, then use the conversation to clarify terms. Do not assume that a retailer's interest means a purchase order or that retail pricing can simply be renamed wholesale.
Research the retailer's fit
Look at the categories, price range, customer context and presentation the shop already uses. Choose a small set of products that plausibly belong there.
Do not claim access to the retailer's private sales performance or customer demographics. Base the approach on observable information and label any inference modestly.
A specific fit is more persuasive than saying your products suit everyone.
Prepare a focused range
Select a manageable set with clear photographs, dimensions, materials and product references. Include variants only where you can supply them consistently.
Avoid sending hundreds of loosely organised images. The buyer should be able to identify the proposed range and ask a useful question.
The product-page checklist can help organise the basic product information before it becomes a wholesale sheet.
Know the commercial questions
Prepare your proposed pricing basis, minimum quantities, lead time, payment terms and delivery arrangement for discussion.
Check the economics of supplying at the proposed price, including packaging, labour, samples and transport. Wholesale volume does not automatically compensate for an unsustainable margin.
Use appropriate professional advice for tax, invoicing and contractual questions rather than copying another brand's terms without understanding them.
State capacity honestly
Distinguish ready stock from made-to-order capacity. If repeat supply depends on a material or production slot, explain the relevant limitation.
Do not promise immediate replenishment simply to secure the first meeting. A retailer needs a range they can plan around.
For handmade variation, provide accurate examples and quality standards without using variation as a blanket excuse for inconsistency.
Write a short opening message
Introduce the business, explain the specific fit and propose a simple next step, such as reviewing a short range sheet or arranging a sample discussion.
Do not attach a large collection of files unless requested. Use a clear, accessible reference and a legitimate business contact route.
Avoid exaggerated claims about guaranteed sell-through, customer demand or exclusivity. Offer evidence you actually have.
Clarify the trading model
A retailer may discuss outright purchase, consignment or another arrangement. These have different stock, payment and risk implications.
Do not hand over goods without a clear record of what was supplied and under which agreed terms. A friendly conversation is not enough to resolve later uncertainty.
Record ownership, responsibility for damage, payment timing, returns and any display or exclusivity conditions with appropriate advice.
Manage samples deliberately
Identify samples by product reference and state whether they are a loan, gift or part of a paid order. Record condition and expected return where relevant.
Do not leave sample movements invisible in stock. The same piece should not remain available online while it is sitting with a prospective retailer.
Use the sample conversation to learn about practical fit rather than demanding a purchase because you supplied an item.
Follow up with a useful reason
If the retailer invited follow-up, keep it concise and relevant. Do not send repeated pressure messages through several personal channels.
Record the outcome: not a fit, later review, sample requested or a specific commercial discussion. Interest is not a confirmed order.
A successful stockist approach produces a clear next decision, even when that decision is not to proceed. It protects the small brand from vague commitments and helps the retailer assess a real offer rather than a large pile of product photographs.
Before accepting a first order, verify the final quantities, specifications and terms in writing. That confirmation is the bridge between a promising introduction and a fulfilment commitment the business can honour.
Examples are illustrative. Confirm current features, charges and suitability before making a business decision.
Explore this topic → · Find an oBizee setup guide · Ask about your store