So you've been making products – whether it's candles, jewellery, skincare, homewares, or something completely unique, and selling direct to customers has been going well. But you're hitting a ceiling. You can only make so much, reach so many people, and work so many hours in a day.
That's where wholesale comes in.
Selling wholesale to retailers means you produce products in bulk and sell them to shops, who then resell them to their customers. It's how you scale without burning out. Retailers get quality products to stock their shelves, you get bigger orders and wider reach. Win-win.
But transitioning from maker to wholesaler isn't just about making more stuff. You need to sort out pricing, create professional materials, set clear terms, and actually find retailers who want to stock your products. Let's walk through how to do it right.
Get Your Legal Ducks in a Row First
Before you send out a single line sheet, make sure you're set up properly. You'll need an Australian Business Number (ABN) if you don't already have one. It's not optional – retailers need it for their records and tax purposes.
Next, familiarise yourself with the Australian Consumer Law (ACL). Yes, it's a bit dry, but it covers your obligations around product safety, warranties, and consumer guarantees. If you're making products that people use on their bodies, ingest, or give to kids, there are specific safety standards you need to meet.
And don't forget to register your business name with National Business Name Registration if you haven't already. It makes you look legit and protects your brand.
Work Out Your Pricing (This Is Critical)
Here's where most makers stuff things up. You can't just take your retail price and slash it in half for wholesale. If you do that, you'll be working for peanuts – or worse, losing money.
The standard formula? Multiply your cost of goods by at least two to get your wholesale price. Then retailers typically double that again for the retail price.
Let's say your handmade candle costs you $15 to make (materials, labour, packaging, the lot). Your wholesale price should be $30. The retailer then sells it for $60. That gives both of you a 50% margin – enough to cover costs and make a profit.
Here's a quick reference:
- Product cost: $15
- Your wholesale price: $30
- Retail price: $60
If that retail price seems too high for what the market will bear, you've got two options: reduce your production costs or accept that wholesale might not work for this particular product yet.
Set Smart Minimum Order Quantities
Most wholesalers require a minimum order quantity (MOQ) – and you should too. It's not about being difficult; it's about making wholesale orders worth your time and production effort.
A common approach is setting an MOQ of around $250-$500 for first orders, then offering price breaks for larger volumes. For example:
- 12-24 units: Standard wholesale price
- 25-49 units: 5% discount
- 50+ units: 10% discount
This encourages retailers to order more while protecting your margins. Plus, it filters out tyre-kickers who just want to "try" one or two pieces.
Create a Professional Line Sheet
Your line sheet is basically your wholesale catalogue. It's what retailers use to decide what to order from you.
A solid line sheet includes:
- High-quality product photos – clean, well-lit images that show the product clearly
- Product names and descriptions – keep descriptions short but descriptive
- Wholesale prices – be upfront about pricing
- Product dimensions and specs – retailers need to know what they're getting
- Minimum order quantities – state your MOQs clearly
- Your contact details and ABN – make it easy for them to reach you
Keep it clean and professional. Use a simple template (Canva has free ones), make sure everything's spelled correctly, and save it as a PDF. Update it regularly as products change or sell out.
Set Clear Wholesale Terms
Retailers want to know exactly what they're signing up for before they order. Your terms and conditions should cover:
Payment terms: Do you require payment upfront? Net 30 days? Many small wholesalers ask for payment before shipping, especially for new accounts. Once you've established trust with a retailer, you might offer net 30 or 60 days.
Shipping and handling: Who pays for freight? What's your typical turnaround time for orders? Are there minimum order values for free shipping?
Returns and exchanges: What's your policy if products arrive damaged? What if something doesn't sell? Be clear about what you will and won't accept back.
Reordering: How do retailers place repeat orders? What's your lead time for restocks?
Put all this in writing – either on your line sheet, your website, or in a separate wholesale terms document you send with your first correspondence.
Finding Retailers Who'll Stock Your Products
Right, you've got your pricing sorted and your materials ready. Now comes the fun part – actually finding stockists.
Trade shows and markets: These are goldmines for meeting retailers face-to-face. Reed Gift Fairs, Life Instyle, and Foodservice Australia are big ones, depending on your product category. Yes, they cost money to exhibit at, but the connections you make are invaluable.
Direct outreach: Make a list of shops that align with your brand and would realistically stock your products. Visit them in person if possible, or send a well-crafted email with your line sheet attached. Keep it brief – introduce yourself, explain what you make, and ask if they'd like to see your wholesale catalogue.
Online wholesale directories: This is where platforms like B2B Hub come in handy. List your business where retailers are actively searching for new suppliers. It beats cold-calling shops one by one.
Word of mouth: Tell every retailer you work with that you're looking for more stockists. Ask if they know other shop owners who might be interested. Retailers talk to each other, and a recommendation goes a long way.
Social media: Don't underestimate Instagram and Facebook. Many retailers scout for new products on social. Use hashtags like #australianwholesale #sellwholesale #australianmade and tag your retail partners when they post about your products.
Build Real Relationships With Your Stockists
Selling wholesale isn't a one-and-done transaction. Your retailers are your partners, and treating them well means they'll keep ordering from you.
Stay in touch. Send them updates about new products, seasonal offerings, or any changes to your line. Offer to provide product samples they can use for giveaways or demonstrations. Share social media content they can repost to promote your products in their shop.
Support them by creating marketing materials they can use – product descriptions, high-res images, even suggested Instagram captions. The easier you make it for them to sell your stuff, the more they'll order.
And here's a big one: deliver on time. If you say an order will ship in two weeks, ship it in two weeks. Retailers plan their stock levels around your promises. Let them down, and they won't order again.
Sort Out Your Operations
As orders start rolling in, you need systems to keep everything running smoothly. Nothing kills wholesale relationships faster than lost orders, stockouts, or shipping the wrong products.
Implement some kind of inventory management system. It doesn't have to be fancy – even a detailed spreadsheet works when you're starting out. Track what you have in stock, what's been ordered, and what needs to be made.
Use the ABC method to prioritize your inventory:
- A-level products: Your bestsellers that generate about 80% of revenue – keep these well-stocked
- B-level products: Moderate sellers accounting for roughly 15% of sales
- C-level products: Slow movers making up about 5% – consider whether these are worth continuing
Keep your production schedule realistic. It's better to have a longer lead time that you consistently meet than to promise quick turnarounds and constantly disappoint.
Buy Smarter to Protect Your Margins
One final tip that'll save you money: buy your raw materials in bulk once you're consistently selling wholesale. The more you buy, the lower your per-unit cost, which protects those profit margins when you're selling at wholesale prices.
Build relationships with your suppliers too. Just like retailers rely on you, you rely on them. Negotiate better rates, ask about payment terms, and explore whether they offer discounts for consistent large orders.
Your Next Steps
Selling wholesale is one of the smartest moves you can make as an Australian maker. It lets you grow beyond the constraints of direct sales, tap into established customer bases, and scale your business without working yourself into the ground.
Start small. Get your pricing right, create professional materials, and approach a handful of retailers who'd be a good fit for your brand. Learn from each interaction, refine your approach, and build from there.
If you're ready to connect with retailers actively searching for Australian suppliers, list your business on B2B Hub and get your products in front of shop owners looking for exactly what you make. Because the wholesale market isn't just for the big brands – it's for makers like you who are ready to grow.
