A Step-by-Step Guide to Getting Your Products in Retail Stores

If you have a physical product, getting your product into retail stores can significantly boost your brand's visibility and sales. 

While it may seem challenging or even intimidating at first, a well-planned approach can make the process smoother and more effective. 

The truth is, these brick and mortar stores NEED your product. They LOVE discovering new products that they can offer their customers. Plus, you never know when an influencer may spot your product in a store, share it on social media, and increase your sales 800%. That truly happened to me and I wrote all about it here.

I am about to walk you through the steps that land me a ‘yes’ almost every time I pitch my journals and paper goods to retail outlets. 

Step 1: Get Your Wholesale Pricing Right.

When approaching retailers, one of the most critical factors to consider is your wholesale pricing. Retailers generally seek products with competitive pricing that allows them to maintain a reasonable profit margin. For most retailers, a profit margin of around 50% is considered standard. Therefore, you must carefully calculate your wholesale prices to accommodate this expectation while still ensuring your business remains profitable.

Step 2: Create a Compelling Line Sheet

Once you have your wholesale pricing right, you will want to create a line sheet. A line sheet is a vital tool when pitching your products to retail buyers. It is essentially a concise and visually appealing document that showcases your product line. Include high-quality images, product descriptions, wholesale pricing, minimum order quantities, and any other relevant details about your products. Make the line sheet easy to navigate and aesthetically pleasing to leave a lasting impression on potential buyers. A simple Google search will lead you to many different examples.

Step 3: Identify Stores that Align with Your Brand

A picture of our journals in a gift shop that sold specialty items made by local artisans.

Before approaching retail stores, research and identify those that align with your brand and target audience. Look for stores that carry similar products or cater to a comparable customer base. Consider factors like location, size, reputation, and whether they have a history of working with independent or emerging brands.

Step 4: Visit Stores In-Person

While digital communication is convenient, there's no substitute for a personal touch. Visit the retail stores you've identified as potential fits for your products in-person and see if the buyer or store owner is there and has a minute to take a look at your products. This hands-on approach allows you to establish a direct connection with the store owners or buyers, showcase your passion for your products, and answer any questions they may have.

Tip: When visiting stores, dress professionally, bring printed line sheets, product samples, and marketing materials. Be prepared to share the story behind your products, the unique selling points and how they can benefit the store's customers.

Step 5: Make Phone Calls

Because not every store you will want to get your products in to will be close enough for an  in-person visit, pick up the phone and call the retail stores you are interested in. You would be shocked at how happy they are to talk to an actual person instead of solely relying on email. A phone call provides an opportunity to engage in a more in-depth discussion about your products, address any concerns, and negotiate terms.

Before making the call, rehearse your pitch to ensure clarity and confidence. Practice with a friend or family member and then be respectful of their time if you are able to catch them on the phone.

Step 6: Utilize Email as a Last Resort

While in-person visits and phone calls are more personal and impactful, email can still play a role in your outreach strategy. However, it's important to remember that retail buyers often receive numerous emails daily so this would not be the first place to start in my opinion. 

To stand out, keep your email concise, engaging, and visually appealing. Include a brief introduction, a link to your line sheet, and a compelling reason why your products are an excellent fit for their store. 

Step 7: Leverage Online Marketplaces

In the digital age, online marketplaces like Faire.com have become powerful platforms for connecting independent brands with retailers. There are many retailers that I had never heard of previously that found my products on Faire and now sell them in their stores. 

Faire is a great way to expand your reach and attract potential retailers from various regions. These platforms also provide additional support, such as streamlined ordering processes and payment options, making it easier for retailers to do business with you.

Getting your products in retail stores requires a combination of strategy, persistence, patience and relationship-building. By following the steps I outlined for you here,, you increase your chances of securing valuable retail partnerships. Remember that building strong connections with retailers and understanding their needs can lead to long-term success for both your brand and the retail stores carrying your products.

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