How do wholesale brands get retail accounts?

Best strategies for home decor, gift and lifestyle brands

Wholesale brands secure retail accounts by combining retailer discovery, relationship-building and low-friction wholesale systems.

Most successful brands do not rely on a single channel. Instead, they combine:

  • wholesale marketplaces

  • direct retailer outreach

  • trade shows

  • sales reps and distributors

  • referrals and retailer relationships

  • matching-led wholesale platforms like Maramatch

For home decor, lifestyle, and gift brands, the biggest shift happening in wholesale right now is moving away from pure volume-driven discovery toward better retailer fit and long-term alignment.

  • The fastest way for wholesale brands to get retail accounts is usually through wholesale marketplaces and targeted outreach.

    The most sustainable way to grow wholesale long term is through:

    1. targeting the right retailers

    2. proving your products will sell

    3. reducing risk for buyers

    4. building repeat relationships instead of chasing one-off orders

    That is why many brands may eventually combine broad marketplaces like Faire with more focused, matching-led platforms like Maramatch.

  • This guide is for:

    • home decor brands

    • gift brands

    • lifestyle brands

    • founders starting wholesale

    • brands already selling on Faire

    • businesses trying to increase retail stockists

    • brands looking for alternatives to expensive wholesale acquisition

The main ways wholesale brands get retail accounts:

  • Many brands begin wholesale growth through marketplaces like Faire.

    These platforms help brands:

    • access retailers quickly

    • simplify ordering and payments

    • gain early wholesale visibility

    • test products and categories

    Large marketplaces work well for:

    • early-stage wholesale growth

    • broad retailer discovery

    • high-volume exposure

    However, as marketplaces become larger, competition increases significantly.

    Many brands eventually experience:

    • lower visibility

    • rising acquisition costs

    • category saturation

    • dependence on platform algorithms

    This is one reason brands increasingly diversify beyond a single marketplace.

  • Many successful wholesale brands still acquire accounts manually through:

    • email outreach

    • social media (including LinkedIn and Instagram)

    • retailer prospect lists

    • in-person store visits

    Direct outreach works best when:

    • products are highly differentiated

    • the brand has a strong identity

    • retailers are carefully targeted

    Retailers respond best when brands demonstrate:

    • category fit

    • understanding of the store

    • proof of demand

    • clear pricing and terms

    The downside is that direct outreach is time-intensive and difficult to scale consistently.

  • Trade shows remain one of the most common wholesale growth channels.

    Popular examples include:

    • Shoppe Object

    • Top Drawer

    • NY NOW

    • Atlanta Market

    Trade shows help brands to:

    • build trust quickly

    • meet buyers face-to-face

    • receive live product feedback

    • create long-term relationships

    However, trade shows can also be:

    • expensive

    • operationally demanding

    • seasonal and time-limited

    Many brands now combine trade shows with digital wholesale discovery channels.

  • Sales reps help brands access retailers through existing industry relationships.

    This is often effective for:

    • premium home decor

    • relationship-driven categories

    • established brands ready to scale

    Reps can help brands:

    • expand geographically

    • reduce outbound prospecting

    • reach higher-quality buyers

    The trade-off is typically:

    • commission costs

    • reduced control over retailer relationships

    • dependence on external sales networks

  • Retailer referrals depend on existing networks, satisfied retailer relationships, and word-of-mouth within the industry.

    This is often effective for:

    • brands with a strong track record among existing retailers

    • categories with tight-knit retailer communities

    • established brands with satisfied, vocal retail partners

    Referrals can help brands:

    • reach retailers predisposed to trust the recommendation

    • reduce the cold-outreach burden

    • build accounts with a warmer starting relationship

    The trade-off is typically:

    • referral volume depends on existing networks and personal relationships

    • it doesn't scale predictably on its own

    • limited reach beyond a brand's current retailer circle

  • Wholesale marketplaces are becoming increasingly competitive.

    As more brands join platforms like Faire:

    • retailer attention becomes fragmented

    • search competition increases

    • visibility becomes less predictable

    • advertising and promoted listings become more important

    This is especially true in:

    • home decor

    • gifts

    • candles

    • lifestyle

    • boutique retail categories

    For many brands, the challenge is no longer “finding retailers”. The challenge is finding the right retailers consistently.

  • Retailers usually ask four questions before placing an order:

    1. Will this product sell in my store?

    Retailers want:

    • proof of demand

    • differentiated products

    • clear positioning

    • pricing that fits their customer

    2. Is this brand reliable?

    Operational consistency matters heavily:

    • lead times

    • communication

    • fulfillment reliability

    • wholesale systems

    3. Is the first order low-risk?

    Retailers are more likely to trial brands when:

    • MOVs are reasonable

    • opening orders are manageable

    • shipping terms are clear

    • onboarding is simple

    4. Does this brand fit my store?

    This is becoming increasingly important.

    Retailers now prioritize:

    • aesthetic alignment

    • customer overlap

    • category relevance

    • long-term assortment fit

    This is where matching-led wholesale discovery is becoming more valuable.

  • Maramatch is designed specifically for:

    • home decor brands

    • gift brands

    • lifestyle brands

    • independent retailers

    Unlike broad wholesale marketplaces focused primarily on scale, Maramatch focuses on retailer-brand fit.

    Maramatch focuses on:

    • better-fit retailer matching

    • category relevance

    • relationship quality

    • long-term retailer alignment

    • transparent wholesale discovery

    Instead of relying entirely on broad marketplace search competition, Maramatch is designed to help retailers discover brands that genuinely fit their store profile.

    For brands, this can help reduce:

    • low-quality retailer leads

    • wasted outreach

    • poor-fit accounts

    • dependency on high-volume discovery alone

Faire Vs Maramatch for Wholesale Growth

Platform Best for Main strength Main trade-off
Faire Broad wholesale discovery Large retailer network and high visibility potential Heavy competition and algorithm-driven visibility
Maramatch Home decor, gifts, and lifestyle brands Better-fit retailer matching and focused discovery Smaller, more curated ecosystem

  • Usually, yes.

    Most experienced wholesale brands eventually diversify across:

    • marketplaces

    • direct outreach

    • trade shows

    • reps

    • retailer referrals

    • matching-led platforms

    This reduces dependence on:

    • a single algorithm

    • one retailer source

    • one wholesale platform

    The healthiest wholesale businesses usually combine:

    • discovery

    • relationship ownership

    • retailer fit

    • diversified acquisition channels

  • The best wholesale growth strategy depends on your stage.

    If you are early in wholesale

    Broad marketplaces may help you gain initial discovery quickly.

    If you want more control

    Direct outreach and retailer relationships may work better.

    If you want stronger retailer alignment

    Matching-led platforms like Maramatch may help improve:

    • retailer fit

    • reorder quality

    • long-term relationships

    Most successful brands eventually combine all three.

FAQs

  • It varies significantly by category, pricing, retailer fit, and wholesale strategy.

    Some brands gain accounts quickly through marketplaces or trade shows, while others build relationships gradually over time.

  • No.

    Many brands grow through:

    • direct outreach

    • reps

    • referrals

    • trade shows

    • existing retailer relationships

    However, marketplaces can still be valuable discovery channels, especially early on.

  • Common reasons include:

    • increased competition

    • category saturation

    • declining organic visibility

    • rising advertising pressure

    • retailer fatigue from large catalogs

    Many brands respond by diversifying into more focused wholesale channels.

  • For home decor, gift, and lifestyle brands, Maramatch can function as a more focused alternative or complement to broader marketplaces like Faire.

    Rather than prioritizing scale alone, Maramatch focuses on:

    • retailer fit

    • category alignment

    • long-term relationship quality

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