How to get stores to sell your product: find retailers, price wholesale, pitch buyers

To get stores to sell your product, list the independent shops whose customers already buy things like yours (gift shops, boutiques, specialty grocers, pet stores, salons), find the owner or buyer, and send a short pitch with your line sheet, a wholesale price around half of retail and an offer of samples. Then follow up in person. Independent stores decide quickly and locally, so they are where most new brands get their first accounts; chains and big grocers come later, usually through a buyer and a formal process.

Which stores should I target first?#

Target independent stores in categories where your product is an obvious fit, inside an area you can visit and restock. A shop owner who already sells three candle brands understands candles; one who has never stocked food won't take your hot sauce.

Avoid starting with big chains. They usually buy through category managers on set review cycles, ask for proof of sales elsewhere, and may expect fees, promotions or minimum volumes you can't support yet.

How do I find independent stores by category on Google Maps?#

Search each store type from the table in each target area and put every result in one spreadsheet. Google Maps lists independent shops alongside chains, with phone, website and hours.

1. Pick your first market. One metro or a few ZIP codes you can drive to. You'll want to drop off samples and restock.
2. Search each store type separately: "gift shop", "boutique" and "home goods store" return different businesses.
3. Search in pieces. One Google Maps search shows only about 120 results. Split a metro by neighborhood or ZIP code, or the list will be missing most shops. See why Google Maps stops at 120 results.
4. Remove chains. Filter out names that appear many times, and branded franchise locations. Independent shops are the ones that can say yes this week.
5. Rank by fit. Open each store's website or Instagram. Do they stock similar products at a similar price? Are they in a high-traffic shopping street? Reviews that mention "great gifts" or "local makers" are a good sign.
6. Find the contact. Independent shops often list an email on their website, sometimes a "wholesale" or "vendors" page that tells you exactly how they want to be pitched. Follow it.

What wholesale price and terms should I offer?#

Set a wholesale price that lets the store roughly double it, and keep your terms simple. Shopify describes keystone pricing as the common shortcut: the retail price is double the wholesale price, so wholesale is about 50% of retail.

Put these on one page, your line sheet (the product list a retailer orders from):

• Wholesale price and suggested retail price (MSRP) for each item.
• Minimum order. A low opening minimum makes it easy to say yes; a slightly higher reorder minimum keeps shipping worthwhile.
• Case pack. How many units per item they must order (for example, packs of 6).
• Payment terms. Prepaid, card on order, or net 30 for established accounts.
• Lead time and shipping. How fast you ship and who pays.
• Returns and damaged goods. What you'll replace.

Worked example: does keystone work for your product?#

Assumptions, for illustration only: a candle with a suggested retail price of $24, product cost $5.50, packaging and shipping to the store $1.80 per unit.

If an opening order is 24 candles, that's $112.80 margin direct or $69.60 through the marketplace. Run the same table with your own numbers before you quote a wholesale price. If the margin is thin at keystone, the fix is a lower product cost or a higher retail price, not a wholesale price the store can't double.

Should I use Faire, trade shows or direct outreach?#

Use direct outreach for your first local accounts, and add Faire or trade shows once you have product, photos and pricing settled. They reach different buyers.

Faire lets retailers buy on net 60 terms, meaning they pay 60 days later, while Faire pays the brand. That's a real advantage for a small shop taking a chance on a new brand. Check Faire's current brand terms before you rely on these numbers.

Trade shows for independent retail include NY NOW for gift and home and Natural Products Expo West for natural food, beauty and supplements. Walk a show as a visitor first to see which buyers attend before paying for a booth.

How do I pitch a store owner or buyer?#

Send a short email with one photo, your wholesale price and an offer of samples, then follow up with a call or visit outside busy hours. Mention why their shop specifically.

Email: first pitch#

Subject: local {{product type}} for {{business}}

Hi there,

I make {{product}} here in {{city}}. I've been in {{business}} and
think it would sit well next to what you already carry.

Line sheet attached: wholesale ${{wholesale}}, suggested retail
${{msrp}}, opening minimum {{minimum}} units. Happy to drop off
samples this week so you can see them in person.

Would Tuesday or Thursday afternoon work?

[Name] · [Brand] · [Postal address]
Not interested? Reply "no" and I won't write again.

Follow-up after samples#

Subject: re: {{product}} samples

Hi there,

Following up on the samples I left on {{date}}. If it helps, I can
start you with a smaller opening order and replace anything that
doesn't sell in the first 60 days.

Want me to put together a starter order?

[Name] · [Brand] · Reply "no" to opt out.

Only offer a sell-through guarantee if you can afford it, and put it in writing. Visit on weekday mornings or mid-afternoon, never on a busy Saturday. Ask for the owner by role ("Who decides on new products?") and leave samples with your price list and a card if they're out.

What about grocery stores and chains?#

Grocery has its own process. Larger grocers usually buy through category managers, often after you're already selling in independents, and some charge slotting allowances to place new products. The FTC's 2003 staff study of slotting allowances found that whether they're paid and how large they are varies widely by product category, and that they were less common for products delivered directly to stores. Independent grocers, co-ops and specialty food shops are the usual first step.

What rules apply when you pitch stores?#

In the US, commercial email to businesses falls under CAN-SPAM: accurate sender details and subject line, a postal address and a working opt-out honored within 10 business days. Canada and the UK are stricter. Google's Maps Platform terms restrict scraping and building lists from Maps content, which is a contract issue separate from email law. Get legal advice for your situation; cold email laws covers the basics.

If you'd rather not search store by store, Leadraft finds every shop of the types you choose in the area you draw, with checked emails, phone numbers and social links. You can see a free masked preview of an area before paying, and start on the free plan. Sample exports for coffee shops, hair salons and veterinarians show what a store list looks like.

FAQ#

How do I get my product into local stores?#

Make a list of independent stores whose customers already buy products like yours, find the owner or buyer, and send a short email with your line sheet, wholesale price and an offer of samples. Follow up by phone or with a visit outside busy hours. Start with a small local area so you can deliver, restock and visit.

What wholesale price should I charge retailers?#

A common starting point is keystone pricing: the wholesale price is about half the suggested retail price, so the store doubles it. Check that the wholesale price still covers your product cost, packaging, shipping and any marketplace commission with a margin left over. If it doesn't, the product or the retail price needs to change.

Who do I contact at a store about stocking my product?#

At an independent store, the owner, who is usually also the buyer. At a small chain, the buyer or purchasing manager for your category. At a big chain or grocer, a category manager, often through a vendor or supplier portal. Ask the store staff who handles new products and when they're in.

Should I sell to stores through Faire or directly?#

Both can work. Faire gives retailers payment terms and lets them find you, and charges brands a commission on marketplace orders (15% on standard marketplace orders as of November 2026, per Faire's brand help). Orders from retailers you bring yourself through a Faire Direct link can carry no commission. Selling directly keeps the full wholesale price but you handle invoicing and collection.

Do grocery stores charge to stock new products?#

Some do. Slotting allowances, fees a supplier pays a retailer to place a new product, exist in grocery. The FTC's study of them found that whether fees are paid, and how large they are, varies widely by product category. Independent grocers and co-ops are often easier first accounts than large chains.

Sources#

1. Shopify, What is keystone pricing? and Wholesale terminology glossary (keystone, line sheet).
2. Faire, Brand help center and Brand terms of service (15% marketplace commission, 0% on qualifying Faire Direct orders; checked November 2026).
3. Faire, Wholesale basics: understanding net payment terms (net 60 for retailers).
4. Federal Trade Commission, Slotting Allowances in the Retail Grocery Industry (November 2003) and press release.
5. NY NOW and Natural Products Expo West (trade shows).
6. Federal Trade Commission, CAN-SPAM Act: A Compliance Guide for Business.
7. Google, Google Maps Platform Terms of Service.