Getting products into retail stores takes more than sending a quick email to every shop you can find. Retailers need to see that your products fit their customers, pricing, shelves and buying process.
You also need to show that you can supply stock consistently once the first order is placed.
Whether you make skincare in Brisbane, produce homewares in Melbourne or distribute Australian brands across the country, the process is broadly the same:
- Make your products wholesale-ready.
- Identify suitable retailers.
- Prepare clear pricing and sales information.
- Contact buyers with a relevant offer.
- Make ordering and replenishment easy.
Here’s how to approach each step.
1. Make sure your products are ready for retail
Before contacting retailers, check that your product range can handle the practical demands of a shop.
Retail buyers will usually look at your packaging, price point, quality, product presentation and ability to fulfil orders. If those details aren’t ready, a strong product can still be difficult to range.
Start with these basics:
- Check your packaging: Make sure it looks professional, protects the product during transport and gives customers the information they need.
- Review your labelling: Include relevant ingredients, materials, care instructions, warnings, batch details, expiry information and country-of-origin details where required.
- Add barcodes where appropriate: Many retailers use barcode systems for stock control and point-of-sale processing.
- Confirm your production capacity: Know how much stock you can produce or access each month.
- Set realistic lead times: Buyers need to know when their order will arrive.
- Prepare product samples: Samples let retailers assess the quality and presentation before committing to stock.
Your range also needs a clear position. A retailer should understand what the product is, who it’s for and why it belongs in their store within a few minutes.
If you’re unsure whether your range is ready, read our guide to making your product retail-ready for Australian shop shelves.
2. Set wholesale pricing that works for both sides
Pricing is one of the first things a retailer will assess. Your wholesale price needs to leave room for your margin while giving the retailer enough potential profit to make the product worth stocking.
Start by calculating your true cost per unit. Include more than the manufacturing cost:
- Product materials
- Packaging and labels
- Labour
- Freight into your facility
- Storage
- Payment processing
- Samples and marketing materials
- Breakages, wastage or product testing
- Any distributor or sales commission
Then set your wholesale price and recommended retail price.
As a broad starting point, many product categories use a structure where the recommended retail price is around twice the wholesale price. This isn’t a fixed rule, and different categories work differently, but it can help you test whether your pricing has enough room for the retailer.
For example:
- Cost to produce and prepare one unit: $6
- Wholesale price: $12
- Recommended retail price: $24
Your final numbers will depend on the category, competition, product positioning and retailer expectations. The important point is to check the full margin before you start pitching.
Put your terms into a simple price list that includes:
- Product name and SKU
- Wholesale price
- Recommended retail price
- Case pack quantity
- Minimum order quantity
- Opening order requirements
- Reorder requirements
- Lead time
- Payment terms
- Freight arrangements
If you’re still working through minimums, our guide to how minimum order quantities work covers the main options.
3. Create a simple wholesale sales pack
Retail buyers are busy. They need enough information to make a decision without chasing you for basic details.
A line sheet or wholesale catalogue gives them a clear overview of your range. It doesn’t need to be complicated or packed with long brand statements.
Include:
- A short description of your business
- Your product range
- Product images
- Wholesale prices
- Recommended retail prices
- Available colours, scents, sizes or variations
- Case pack information
- Minimum order quantities
- Lead times
- Payment and delivery terms
- Contact details
- Ordering instructions
Add useful proof where you have it. This could include current stockists, repeat order rates, customer reviews, online sales results, awards or relevant press coverage.
Your website should support the same message. Make sure retailers can quickly find your product information, wholesale details and contact options.
You can also use your B2B Hub business listing as an additional place for retailers to discover your business. A complete listing can include your logo, product images, description, contact details, social links and website.
4. Find retailers that match your products
A product can be excellent and still be wrong for a particular store. The retailer’s customers, location, price range and existing product mix all matter.
Start by building a focused list of stores that already sell products similar to yours. Look at:
- The categories they stock
- Their price points
- The brands they currently carry
- Their customer demographic
- Their store locations
- Their online presence
- Whether they promote Australian-made or locally owned brands
- Whether your products fill a gap in their range
Independent retailers, boutiques, gift stores, florists, salons, galleries, garden centres and specialty food stores can all be suitable depending on your category.
Visit their websites and stores before contacting them. Pay attention to the products displayed beside possible competitors. This gives you a much better basis for your pitch.
You can also use B2B Hub’s wholesale supplier directory to research the wider Australian wholesale market, compare categories and understand how other local suppliers present their businesses.
Keep a spreadsheet with:
- Retailer name
- Website
- Location
- Buyer or owner contact
- Relevant category
- Products they currently stock
- Why your product may fit
- Date contacted
- Follow-up date
- Response
A smaller list of well-matched retailers will usually produce better conversations than a large list of unrelated businesses.
5. Write a retailer-focused pitch
Your first message should be short, specific and easy to act on.
Avoid sending the same generic email to every store. Mention something relevant about the retailer and explain where your products would fit.
A useful pitch can include:
- Who you are
- What you supply
- Why you think the range suits that retailer
- Your key wholesale details
- One piece of proof
- A clear next step
For example:
Subject: Australian-made home fragrance range for [Store Name]
Hi [Name],
I’m the founder of [Brand], an Australian maker of ceramic candles and home-fragrance products. I noticed your store stocks locally made homewares and considered your range a strong fit for our products.
Our wholesale range starts at $12 per unit, with a recommended retail price of $24. The opening order is one mixed carton, and standard lead time is 10 business days.
We currently sell through our website and several independent retailers in Queensland. I’ve attached our one-page line sheet with product images, pricing and ordering details.
Would you like me to send a sample pack for review?
Kind regards,
[Name]
Keep the email focused. One relevant attachment or link is enough for the first contact.
6. Use several ways to meet buyers
Email is useful, but it’s only one route into retail.
You can also connect with retailers through:
- Wholesale directories: List your business where retailers are actively searching for suppliers.
- Trade shows: Prepare samples, pricing and a way to record buyer details.
- Local markets: Speak with shop owners who already attend or purchase from maker events.
- Industry associations: Look for events and networks relevant to your product category.
- Direct store visits: Contact independent retailers first and ask when the owner or buyer is available.
- Referrals: Ask existing stockists whether they know other retailers who may suit your range.
- Online wholesale marketplaces: Consider platforms that help retailers discover new brands and place orders.
Trade shows can be particularly useful when you need to meet many buyers in one place. Before booking a stand, compare the audience, exhibitor mix, costs and likely buyer quality. Our guide to wholesale trade shows in Australia can help you assess the opportunity.
7. Make the first order easy
Once a retailer shows interest, remove as much friction as possible.
Tell them exactly how to place an order and what happens next. Confirm:
- Products and quantities
- Wholesale pricing
- Freight cost
- Delivery address
- Payment terms
- Expected dispatch date
- Any display or merchandising requirements
- Whether the order is a one-off or ongoing account
If your minimum order feels too high for a new stockist, consider offering a smaller trial order with clear conditions. You don’t need to change your entire wholesale model. A limited opening option may give the retailer enough confidence to test the range.
Also, keep your ordering process organised. A retailer shouldn’t need to search through old emails to find your latest pricing or product availability.
8. Help the retailer sell through the stock
Getting the first order is only the beginning. Retailers are more likely to reorder when the products sell steadily and you’re easy to work with.
Support the stockist by:
- Sharing their store location on your website
- Mentioning them on social media
- Providing product information for staff
- Supplying simple display suggestions
- Sharing suitable product photography
- Checking in after the first delivery
- Responding quickly to questions
- Reviewing which products are selling
- Suggesting a reorder before stock runs too low
Avoid overwhelming the retailer with constant messages. A useful check-in after delivery, followed by occasional updates, is usually enough.
Reliable fulfilment matters just as much as the initial pitch. Keep buyers informed if there are delays, stock shortages or price changes.
9. Follow up without becoming pushy
Retail buyers may not reply to your first message. Their timing might be wrong, they may be busy or they may need to review your information later.
Follow up once after several business days. Keep it brief and add a useful detail if possible, such as a new product, updated availability or a sample option.
You can write:
Hi [Name],
I’m following up on the wholesale range I sent last week. We have sample packs available and can currently fulfil new opening orders within 10 business days.
Please let me know if you’d like the line sheet resent or a sample pack arranged.
Kind regards,
[Name]
If there’s still no response, move on and revisit the retailer later. Good wholesale selling involves persistence, but it also requires respect for the buyer’s time.
10. Build a repeatable wholesale process
As your stockist list grows, create a simple system for managing enquiries, orders and reorders.
Track:
- New retailer leads
- Samples sent
- Quotes issued
- Orders received
- Products purchased
- Reorder timing
- Payment status
- Retailer feedback
- Sell-through concerns
Review your wholesale range regularly. Some products may attract attention but sell slowly. Others may become reliable repeat sellers. Your order data will help you make better decisions about production, pricing and new product development.
Final thoughts
To get products into retail stores, you need a retail-ready range, workable pricing, clear information and a focused list of buyers.
Start with stores that genuinely suit your products. Make your first message relevant. Show the numbers early. Then follow through with dependable fulfilment and practical support.
If you’re an Australian wholesaler, maker or manufacturer, list your business on B2B Hub so retailers can discover your products while they’re actively searching for local suppliers. Your next stockist may be looking for exactly what you make.
