Wholesale made simple, this blog post take you through pricing your products and approaching buyers.
From part one of this blog post series, you now know what wholesale is and whether your product is ready for it. The next step is understanding how to price your products for wholesale, what documents you need and how to confidently approach buyers.
Whether you’re just starting with small independents or preparing for larger retailers, this guide breaks down what you need to know to get started the right way.
Wholesale Pricing: How to Set the Right Price
Setting your wholesale price isn’t just about cutting your RRP in half. It’s about making sure your business remains profitable and that your retailers can still earn a fair margin.
How do you calculate your wholesale price?
Most UK product-based businesses use this formula:
Wholesale Price = RRP ÷ 2.4
Your wholesale price is usually the RRP divided between 2.2-2.5, with the norm being 2.4.
This gives retailers a margin of around 50-60% (after VAT).
Even if you’re not VAT-registered, you must factor VAT into your pricing, because many of your stockists will be.
Wholesale Pricing Do’s and Don’ts:
- ✔️ Aim for a 30-50% wholesale profit margin for your own business
- ✔️ Suggest an RRP, but remember: you can’t enforce it
- ❌ Don’t undercut your RRP on your own website, retailers need price consistency
- ❌ Be cautious with sales, regular discounts can damage your wholesale relationships
What Wholesale Documents Do You Need?
Retail buyers need to trust that you’re organised, prepared, and easy to work with. That starts with providing the right documents.
Your wholesale pack should include:
- Line sheet (must-have)
- Email or cover letter to stockists
- Order form (or instructions to order via website)
- Optional catalogue or look book
These documents should clearly explain:
- Who you are
- What you sell
- Pricing and product info
- Delivery times & order process
- T&Cs and minimum order quantities (MOQ)
What Should Your Wholesale Order Form Include?
Your order form can be a simple Excel, Word, or Google Form setup — or built into your wholesale website.
Include fields for:
- Product codes and pack sizes
- Buyer’s full name and business name
- Email and phone number
- Invoice and delivery address
- Website or shop details
- VAT registration number (for EU buyers)
- How they plan to sell your products
Make it clear, simple, and easy to complete. Ensure there are no barriers to ordering!
How to Find Wholesale Leads
If you’re wondering where to even start finding stockists, here are some proven places to look:
- Check competitor stockists on their website
- Search Instagram hashtags like #independentstore or #shoplocal
- Use Google with keywords like “gift shops near me” or “wholesale stockists [your niche]”
- Browse Trouva, Faire, and other B2B platforms
- LinkedIn is a great place to connect with retail buyers
- Pop into local shops or attend trade shows to scope out leads
How to Approach Retail Buyers (Without Feeling Salesy)
Reaching out to stockists can feel daunting, but a thoughtful, personalised approach makes all the difference. And make sure you follow up if you haven’t heard back!
Your email should:
- Be personalised – always find the buyer’s name
- Mention why you love their store
- Explain why your products are a good fit
- Highlight bestsellers or seasonal fits
- Explain your wholesale USPs (e.g. UK-made, fast turnaround, small MOQs)
- Attach your line sheet and/or catalogue
- Ask follow-up questions like:
- “Would you like me to send a sample?”
- “Are you open to new suppliers this season?”
Always check: Have you included everything they need to say YES?
Start Small, Then Scale
When you’re just starting out with wholesale, it’s best to begin with small independent shops.
Why?
- You get paid up front
- You can test your process
- You’ll receive valuable feedback
- Requirements are usually more flexible
Larger retailers often come with:
- Strict delivery windows
- Packaging and barcode requirements
- 30–90 day payment terms
- Lower wholesale price expectations
- The right to return unsold stock in some cases
Get your systems right with smaller shops first – then scale up when you’re ready.
Wholesale Made Simple for Long-Term Success
- Wholesale is a numbers game – don’t take rejections personally
- Follow up with leads AT LEAST 3 times
- Keep a CRM or spreadsheet to track contact history
- Share updates like new launches, awards, or press features
- For dream stockists, send samples – it shows confidence in your product
What to know how to start selling wholesale? Check out the first blog post for everything you need to know to get started. From wholesale vs SOR and how to get your products wholesale-ready.
Wholesale Made Simple
What to learn how to start selling wholesale?
I can give you a helping hand to ensure you have set up a scalable wholesale approach that attracts the right buyers!
Book a one-off Strategy Session now to get personalised advice, honest feedback, and action points to implement immediately so you know exactly how to set up your wholesale strategy and grow your sales.
Would you like a free call to discuss what you need help with and how I can help? Book your free discovery call now.
