A practical overview of how to build a real wholesale business as a small gift or lifestyle brand. From your first Faire listing to your first trade show to your first sales rep. Written for founders who are just getting started, or who've been doing it a while and want to make sure they're doing it right.
This is a high-level overview. It covers the core concepts, the right sequence, and the fundamentals you need to get started. A more detailed version of this guide goes much deeper on each section, covering additional strategies, channel-specific tactics, international options, and the kind of granular detail that only becomes relevant once you've got the basics working. Consider this your foundation.
Before anything else, let's make sure we're starting from the same place. Wholesale sounds simple. It mostly is. But there are a few things people confuse it with, and those confusions lead to real, expensive problems down the line.
Wholesale means selling your products to retailers at a discounted price. The retailer marks them up and sells to the end consumer. You're not selling to the person who will actually use your puzzle or your candle. You're selling to the store that sells to that person.
That distinction changes how you think about everything. The retailer is your customer. Their customers are who you're designing for, but your business relationship is with the buyer, the boutique owner, or the shop floor team. Serve them well and the end consumer follows.
| Model | What It Means | Margin Impact | Who Holds Inventory |
|---|---|---|---|
| Traditional Wholesale | You sell to the retailer. They own the stock. They take the risk. | Cleanest. You get paid upfront or on net terms. | Retailer |
| Consignment | Product placed in a store. You're paid only when it sells. | You carry all the risk. Avoid this. | You (technically) |
| Dropship | Retailer takes the order. You ship direct to their customer. | Higher unit price, but operationally demanding | You |
For small gift and lifestyle brands, traditional wholesale is the goal. Consignment is a trap. It feels like a low-risk way to get into a store, but you're carrying all the inventory risk while the retailer has none. If a buyer pushes hard for consignment, that usually means they're not confident the product will sell. Take that as useful information, not a door to walk through.
A lot of founders think of wholesale as "lower margin" and DTC as "better." That's only true if you're comparing gross margin per unit without accounting for your actual costs to generate that DTC sale. Wholesale gets you paid in volume with no customer acquisition cost, no individual shipments, and simplified returns. The math is more nuanced than it first appears.
The most sustainable small brands run both channels. Wholesale builds consistent revenue and brand visibility in physical retail. DTC builds customer relationships and margin upside. Neither kills the other. But wholesale is almost always the better first step because the economics are more predictable and the operational lift is lower when you're just getting started. Once you're in wholesale, how to structure your channels — Faire vs. direct vs. reps vs. distributors — is covered in the Channel Strategy Guide.
The single most common mistake in wholesale is going to a trade show or opening a Faire account before you're operationally ready. Buyers give you one shot at a first impression. It's worth taking a few weeks to get the basics right before you take it.
Don't stop. Accelerate. Almost every readiness issue above is fixable in 30 to 60 days. The pricing math is a spreadsheet. A basic line sheet is a PDF. Packaging can often be sorted with a new insert or a printed sticker. Identify which boxes you can't check today and make those your sprint for the next month.
Your MOQ is the smallest order you're willing to fulfill. Set it too high and you'll lose small boutiques. Set it too low and you'll spend more processing the order than you made on it.
A useful structure: set your opening order MOQ at a number that makes fulfillment genuinely worthwhile, and set reorder MOQ lower to keep repeat business frictionless. Many brands also set a per-SKU minimum (6 units per style, for example) inside the overall order minimum. This prevents buyers from ordering one of everything, which is a nightmare to pick and pack.
Pricing is the foundation everything else is built on. Get it wrong and no amount of great product, great relationships, or great marketing will save you. The full mechanics — landed cost, margin stacks, channel costs, and price architecture — are in the Wholesale Pricing Guide.
Landed cost is your total cost to get one unit to your warehouse shelf, ready to ship. That means: cost of goods from your manufacturer, inbound freight (your share), import duties and tariffs, compliance testing if required, and primary packaging. It does not include your time, your overhead, or your outbound shipping costs.
These two words are used interchangeably by people who don't know the difference. That confusion costs brands real money, because markup always produces a bigger number than margin on the same transaction. Make sure you're speaking the same language when you're evaluating your business or talking to a buyer.
Many founders set their wholesale price by cutting their MSRP in half and assume that's the right starting point. It often isn't. If your product costs $10 to land, your MSRP is $40, and your wholesale is $20, your gross margin is only 50%. That sounds fine until you account for Faire's 15% commission, a sales rep, show costs, or a promotional discount. Work from your cost upward. Not from MSRP downward.
| Channel | Fee or Commission | Net to Brand (on $20 WS) | Notes |
|---|---|---|---|
| Direct (own website or invoicing) | 0% commission | ~$19.70 after processing | Best net. Admin cost is your time. |
| Faire Direct (retailers you invite) | 0% commission | ~$19.50 after processing fee | Processing fee still applies: 2.4% + $0.30/order on product + shipping |
| Faire Marketplace (all orders) | 15% commission | ~$16.70 after commission + processing | First orders also carry a $10 new retailer fee |
| Sales Rep | 15-20% | $16-17 | Commission paid on invoiced amount when you get paid |
| Distributor | 30-50% margin to them | $10-14 | They buy at deep discount and sell to retailers themselves |
| Department Store / Big Box | 50-65% off MSRP pricing | $14-20 | Lower wholesale + chargebacks + compliance costs add up fast |
Run at least two price points: standard wholesale and a trade show or launch special. Some brands add a third tier for distributors or high-volume accounts. The logic is straightforward.
The P23-EDU Wholesale Price Builder calculator models your pricing across all channels simultaneously, with margin thresholds flagged at each level. It shows the real impact of Faire fees, rep commissions, and show discounts on your net per unit.
Your line sheet is your most important sales tool. It's the first thing a buyer asks for, and it's usually what they use to make their decision without you in the room. Treat it like it matters.
Logo, tagline, website, email, and the season or year the line sheet covers (Spring/Summer 2026, for example). Buyers receive a lot of line sheets. Make yours easy to file and easy to find two weeks later.
Clean, well-lit product shots on a white or neutral background. One clear image per SKU. Lifestyle shots are nice but secondary. Buyers need to actually see what they're buying.
Product name, a one-line factual description (materials, dimensions, available colors), and a SKU code you control. Keep descriptions functional. Buyers aren't reading for inspiration at this stage.
Both prices, clearly labeled. Always both. Buyers need to assess their margin instantly. If you only show one price, they'll assume you haven't thought through retail positioning, and they'll be right to wonder.
How many units per pack? Some products ship as singles, others in packs of 4, 6, or 12. Be explicit. Ambiguity here creates fulfillment problems after the order is already placed.
Opening order MOQ, reorder MOQ, lead time, payment terms, and ship window. Put this at the bottom of every line sheet. It answers the three questions every buyer has before they place an order.
No prices. Being coy about pricing isn't strategic. Buyers will just move on to someone who shows their numbers.
Only lifestyle photography. Beautiful, but hard to evaluate. Always include at least one clean product shot per SKU.
No terms section. If your line sheet doesn't show minimums and lead times, you're adding friction to every single conversation.
Too many SKUs. A line sheet with 80 products overwhelms buyers. Lead with your 15 to 20 strongest and follow up with the full catalogue if there's interest.
Most wholesale now happens digitally, so your line sheet needs to work as an emailed PDF, as a link from your Faire shop, and at a show as something you can pull up on a tablet or print on request. Build it in Canva, InDesign, or a line sheet tool. Keep the PDF under 10MB and name the file something sensible: BrandName-Wholesale-SS26.pdf, not LineSheet-FINAL-v3.pdf.
Faire is where most small gift and lifestyle brands start their wholesale journey, and for good reason. It's the largest B2B marketplace for independent retail, with over 700,000 retailers. If you're not on it yet, you should be.
Faire connects independent retailers with wholesale brands. Retailers browse, discover, and order through the platform. You list your products with wholesale prices, set your minimums, and fulfill orders. It functions like an Amazon for wholesale, but specifically for independent retail.
Understanding Faire's fee structure precisely matters a lot when you're evaluating its real cost to your business. There are three distinct order types, and they are not all priced the same.
Repeat marketplace orders are not free. The 15% commission applies to every order from a marketplace retailer, including their second, third, and fourth orders. Only retailers you bring to Faire through your own referral link enjoy 0% commission. This is a meaningful distinction when you're calculating your real net revenue on Faire.
One thing worth appreciating: Faire pays you quickly, even when the retailer has 60-day terms on their opening order. Faire absorbs the credit risk and pays you (minus fees) within a few business days of the order shipping. For a small brand managing cash flow carefully, that matters.
Faire is a discovery platform. Retailers are browsing. Your brand page has a few seconds to communicate who you are and why your products belong in their store. Photography is the biggest single factor in whether someone clicks in or scrolls past.
This is how Faire's algorithm surfaces you to the right buyers. Be specific. "Gifts / Puzzles and Games" will outperform "Gifts" for the right buyer every time.
Retailers search terms like "sustainable," "made in USA," "artist-designed," "minimal," "holiday gift." Your product titles and descriptions should include the words your ideal buyer actually types. Write for search, not just for feel.
Faire displays your lead time prominently. Set it at what you can reliably hit, not what you'd achieve on a perfect week. Missing your stated lead time damages your rating in a visible, permanent way.
Every brand gets a unique Faire referral link. When a retailer orders through your link, you pay 0% commission on their orders forever. Put this link in your email signature, your website, your Instagram bio, and in every email you send to a retailer. This is the single most impactful thing you can do to reduce your ongoing Faire costs.
Faire's algorithm rewards fast ship times, high order acceptance rates, and strong reorder rates. The brands that grow fastest obsess over these three numbers. Ship fast (even if that means keeping safety stock), accept orders without delays, and follow up personally with every new retailer about 30 days after their first order ships. One genuine email ("How are the products performing? Anything your customers are asking about?") moves the needle on reorders more than any marketing spend does.
Most brands set up their Faire shop and wait for retailers to find them. The better approach is to use Faire proactively. Research stores on the platform, identify the ones that are a genuine fit, and use Faire Direct messaging to reach out with a targeted pitch. The same targeting logic that works for direct outreach (covered in the next section) works just as well inside Faire. You're not blasting your whole catalogue. You're saying: "I looked at your store. Here are two or three things I think would work for you specifically." That changes the conversation entirely.
The brands that build the most durable wholesale businesses don't blast their catalogue to every retailer they can find. They pick their accounts carefully, research them properly, and pitch the right products to the right stores. It takes more time per store. It converts at a much higher rate. And it creates the conditions for a reorder, which is the only metric that actually matters.
Before you contact any store, spend ten minutes actually looking at it. Website. Instagram. What they carry. What price points they work in. Where they're located. Who their customer is. You're not looking for stores that might buy from you in theory. You're looking for stores where specific products from your line are an obvious fit.
Geography matters more than most brands realize. A coastal gift shop in the Northeast is a completely different buyer than a resort boutique in Colorado or a design store in Chicago. The products that belong on their shelves are genuinely different. Sell shell-motif cocktail napkins to stores on the Cape or in Newport. Sell snowflake napkins to the ski towns in Colorado and Vermont. Decorative matches belong in candle retailers, apothecaries, and home boutiques. Not everywhere.
This isn't about limiting yourself. It's about being credible. When a buyer opens your email and reads "I think this specific product would work for your store because of who your customer is," they feel seen. They pay attention. That's a very different reaction than receiving another line sheet from another brand they've never heard of.
What aesthetic do they push? What brands show up repeatedly? What price points do their captions suggest? What does their customer look like? Five minutes on a store's feed tells you more than their website in most cases.
Faire shows you which brands a retailer carries. If three brands in your category are already in their assortment, you know exactly the kind of thing they're looking for. If none are, that's worth noting too.
A store in Provincetown has a different shopper than a store in suburban Denver. A museum shop in Philadelphia has different buying criteria than a resort boutique in Aspen. Geography, seasonality, and customer profile should shape which products you pitch and how you frame them.
Not your full line. Not your best sellers in general. The specific products that fit this specific store. This step is what separates targeted outreach from broadcast outreach, and it's where most of the conversion improvement comes from.
Researching 50 stores properly before reaching out takes longer than sending 500 emails with your line sheet attached. It should. The payoff is a closing rate that makes the time worth it, and first orders that are well-matched enough to the store that the product actually sells through. A product that sells through creates a reorder. That's the goal. Not the opening order.
Most wholesale outreach emails open with "Hi, I'm [Name] and I started [Brand] because..." Nobody asked. Buyers don't have time for origin stories in a cold email. Lead with the product and why it fits their store. Make the brand case second.
Subject: [Specific product] for [Store Name]
Hi [Name],
I've been following [Store Name] for a while and I think our [specific product name] would be a strong fit for your shop. [One sentence on why: the aesthetic match, the location logic, the customer overlap, the complementary category.]
We're [Brand], a [brief description]. We wholesale through Faire and direct. Opening orders start at $[MOQ].
Happy to send a few images and pricing, or you can find us directly on Faire here: [your referral link].
Short. Specific. The store's name is in the subject line. The product you're pitching is named. The reason it fits their store is in the first sentence. Everything else is secondary. This is the version that gets responses.
Most buyers won't respond to the first email. Not because they dislike you. Because they're busy. A polite follow-up five to seven business days later nearly doubles your response rate. One more follow-up two to three weeks after that is reasonable. Three attempts with no response: move on. Try again next season with something new, or when you have a product that's even more relevant.
Good sources: Instagram (search by hashtag and location, look at who's tagging brands in your category), the Faire retailer directory, trade show buyer lists when available, and basic Google searches by city and category ("gift shop Nantucket," "home goods boutique Boulder," "stationery store Austin"). The stores that appear consistently in those searches are usually the independent accounts worth targeting.
Build a working list of 50 to 100 stores that fit your brand before you start outreach. Segment them loosely by geography and category fit. Work through them methodically. Track who you've contacted, when you followed up, and what happened. A spreadsheet is enough. You're building relationships, not running a mass campaign.
Trade shows are expensive, physically exhausting, and when done right, one of the highest-return investments a wholesale brand can make. They're also easy to get wrong. Here's what to expect at the shows most relevant to the gift and lifestyle world.
Your booth is not a store. It's a sales meeting environment. The brands that write the most orders consistently do three things: they stand in front of their table instead of behind it, they open with a question about the buyer's store before talking about their own products, and they confidently recommend a specific starting point rather than letting the buyer figure it out. "For a store like yours, I'd start with these three" is more effective than "take a look at everything."
The week after a show is when most of your orders are actually won. Buyers are overwhelmed during the show and make decisions at home with a clearer head. A personal follow-up email within 48 hours of the show closing, one that references something specific from your conversation, converts at dramatically higher rates than a generic group email. Segment your leads into three groups: people who placed orders, people who took a line sheet and said to follow up, and people who were genuinely interested but needed more time. Each group gets a different message.
The operational side of wholesale is where brands quietly lose money and time without noticing it. Purchase orders, invoicing, payment terms, collections: get this right from day one and it becomes invisible. Get it wrong and it becomes a constant drain.
A purchase order is the retailer's official commitment to buy from you. It specifies which products, at what quantity and price, with what ship window, to what destination. Until you have a signed PO or a paid invoice, what you have is a conversation, not an order.
Never start production or pull inventory based on a verbal commitment. This is a mistake that costs brands real money every year, and it's almost always avoidable. A buyer who says "I'm definitely going to order" is not the same as a buyer who has sent you a PO. People change their minds, their buying budgets get cut, their store closes. Get it in writing.
When you offer Net 30 terms, you're shipping the order and giving the retailer 30 days from the invoice date to pay. You are extending them credit. You are, in effect, lending them money for 30 days. Understanding this framing changes how you think about which accounts deserve terms and which ones should prepay.
For new accounts placing their first order directly with you (outside Faire), requiring prepayment or a 50% deposit is completely standard. Frame it professionally: "Our standard policy for new accounts is prepayment on the opening order. Once we've built a track record together, we're happy to move to Net 30." Legitimate buyers understand this. If someone pushes back hard, that's useful information about them.
Late payment is the most common operational headache in wholesale. A tiered response keeps the relationship intact while still getting you paid.
"Hi [Name], just a quick note. Invoice [X] for $[Y] was due on [date]. Happy to confirm receipt of your payment or help if there's any issue." Short, friendly, no accusation.
Phone call or a more direct email requesting payment by a specific date. Reference the invoice and the agreed terms. Let them know you'll need payment before any additional orders can ship.
Written notice of the overdue balance, confirmation that the account is on hold, and a clear deadline. Future orders from this account should require prepayment regardless of history.
At some point, growing wholesale means you can't do all the selling yourself. Sales reps, also called manufacturer's reps or independent reps, are how most mid-size gift and lifestyle brands scale without hiring a full-time sales team.
An independent sales rep represents multiple non-competing brands within a specific territory or channel. They already have relationships with the buyers you're trying to reach. They visit stores, present your line, write orders, and earn a commission on every sale. Standard commission is 15 to 20% of the invoiced wholesale amount.
The important thing: reps are paid only when you get paid. If an account goes slow on payment, your rep waits too. This aligns their incentives with yours on collections and means taking on a rep has no fixed cost, just variable commission.
You're probably ready for a rep when you have a proven line with solid reorder rates from existing accounts, a fully built-out line sheet and ordering process, and the ability to commit to consistent, on-time fulfillment. Reps stake their reputation on the brands they carry. They won't pick up a brand that can't perform operationally.
You're not ready for a rep if you're still figuring out your pricing, experiencing frequent stock-outs, or can't reliably ship within your stated lead time. Fix the foundation first.
The best reps come through your network. Ask other brands at trade shows who they use. Ask buyers which reps they actually like working with in a given territory. Look at rep group websites, many reps operate as part of multi-brand agencies. Trade show directories often list rep groups by region. Faire also has a rep program worth exploring.
Opening orders are how you get in the door. Reorders are how you know the door was worth opening. This is the metric that tells you whether your wholesale business is actually working, and it's the one most brands don't track carefully enough.
A lot of brands measure themselves on account count or opening order revenue. Neither of those numbers tells you whether you have a real business. What matters is: of the accounts that placed a first order, how many came back for a second? That's your reorder rate. And it tells you something very specific.
A low reorder rate usually means one of three things: the product wasn't right for that store, the product was right but the first order wasn't curated well enough to sell through, or the relationship wasn't maintained after the first shipment. All three are fixable. But you can only fix them if you're measuring it.
Aim for 40 to 55% of your accounts placing a reorder within 12 months. Above 50% is a strong signal that your targeting is working and your product is landing in the right stores. Below 30% is a signal to look hard at what's going wrong after the first order ships.
The reason targeted outreach matters isn't just that it converts better on the first email. It's that when you pitch the right products to the right store, the first order is well-matched. The product sells through. The buyer reorders because their customers bought it. That connection, between the research you do before you pitch and the reorder rate you achieve six months later, is the whole system. Getting the first order is easy compared to building an account that reorders twice a year, every year.
One short email. "How are the products performing? Any feedback from your customers?" This does two things. It shows the retailer that you're paying attention. And it gives you information that makes your next pitch to them better. Most brands never do this. It's one of the highest-return five minutes in wholesale.
When you reach back out, don't send them everything new. Send them the two or three things that make sense for their store specifically. Same logic as the original pitch. "I know you bought the [X]. I think you'd also do well with [Y] because [reason specific to their store or location]." That specificity is what gets reorders.
Three to four months before your peak selling season, reach out with early order pricing or priority allocation on key SKUs. Buyers who commit early appreciate the certainty. You get predictable demand and can plan production accordingly.
MAP is Minimum Advertised Price. It's the lowest price a retailer is allowed to advertise your product publicly. Without one, a single discount-happy retailer can undercut your entire network on their website or on Amazon. This damages your positioning and creates tension with every account that's holding your suggested retail price.
Set a MAP policy. Put it in your wholesale terms and conditions. Enforce it. One ignored violation tells every other retailer the policy isn't real.
The P23-EDU MAP / MSRP Calculator helps you set and document MAP and MSRP levels across your full SKU range, with a policy statement ready to include in your wholesale T&Cs.
The UK, Europe, Canada, and Australia are all real markets for US gift and lifestyle brands. Demand for independent, design-forward product is strong across all four. This section covers the basics. A dedicated international guide goes into significantly more detail on channels, compliance, and different approaches for each market.
For most small brands, Faire is the most practical starting point for international wholesale, and this applies directly to the UK and Europe too. Faire operates actively in both markets, with a large and growing base of independent retailers. More importantly, shipping through Faire's platform is often cheaper than shipping direct, even when compared against negotiated corporate freight rates. That's before you factor in the administrative work Faire handles on your behalf.
The same targeting approach that works for US outreach works internationally on Faire. Research the stores. Find the ones that fit your aesthetic. Pitch the right products. The only meaningful difference is that you're doing this from an understanding of a market you may know less well, which is a reason to go carefully rather than not go at all.
Faire handles the retailer-facing payment and returns complexity that makes direct international wholesale intimidating for small brands. You ship to a UK or EU retailer through Faire the same way you'd ship to one in Ohio. You don't need to navigate post-Brexit customs paperwork or EU VAT registration to get started. That makes Faire the right first step for both markets, and for most brands at this scale, it may be the right long-term approach as well.
Canada is the most straightforward international market for US brands. The CUSMA/USMCA agreement simplifies duties significantly. Faire works well here. Direct outreach to Canadian independents is viable early on. The main thing to account for is CAD/USD currency fluctuation when you're setting prices.
Australia has a strong and well-developed gift culture that tends to be receptive to US brands with distinctive aesthetics. Faire reaches Australian retailers. Freight costs are higher than domestic shipping, but the platform shipping economics make it workable at small scale. GST compliance becomes relevant as your Australian business grows.
The dedicated P23 International Distribution Guide goes into much more detail on: direct wholesale options for each market, distributor vs. Faire economics at different revenue levels, GPSR and EU compliance requirements for product sold into Europe, UK VAT registration thresholds, freight options by lane, and how to evaluate whether a distributor partner is worth the margin sacrifice. If you're actively pursuing international accounts, that guide covers the options this one doesn't.
These patterns show up repeatedly across small gift and lifestyle brands. Almost all of them are avoidable once you've seen them once.
If your product costs $12 to land and you set MSRP at $36 and wholesale at $18, your gross margin is 33%. That's not survivable once you factor in Faire commission, rep costs, or a trade show. Build pricing from your true landed cost, always.
Shows are expensive and the impression they leave is lasting. An incomplete line, a poor display, or not being able to answer basic buyer questions is worse than not going at all. Go when you're ready, not because the deadline is approaching.
Sending a generic line sheet blast to every retailer you can find is the fastest way to get ignored. Buyers know immediately when they're on a broadcast list. The accounts that convert, and that reorder, are almost always the ones you reached out to with specific products that were genuinely right for their store. Do the research first. Pick the SKUs that fit. Then reach out. It takes longer per store. It works.
Every retailer you bring to Faire through your referral link costs you 0% commission on their orders forever (though processing fees still apply). Founders who use this link actively save significant commission over time. Put it in your email signature, your website, and every outreach email you send.
You carry the inventory risk. They carry none. If the product doesn't sell, it comes back. Or worse, it sits there and you can't get it back without damaging the relationship. Very rarely worth it, and usually a signal that the buyer isn't confident in the product.
Net 30 is earned, not given by default. New accounts with no payment history should prepay or put down a deposit. You're extending credit to a stranger. Ask for prepayment professionally and most legitimate buyers will understand.
A customer who reorders costs almost nothing to retain. A new customer costs time, money, and commission. The math strongly favors retention. Build your account management cadence before you push for volume growth.
Without MAP, one retailer can undercut your whole network. Once your products show up on Amazon below MSRP, it's very hard to fix, and it strains every relationship with accounts selling at full price. Set it, document it, enforce it.
On Faire, missing your lead time damages your rating permanently. Across all channels, it damages trust. Set your lead time at what you can actually deliver on a regular week, not a perfect one. Under-promise and over-deliver.
Without a clear exit, you can find yourself locked in a territory with an underperforming rep indefinitely. Always include a 30 to 60 day termination clause and a defined tail provision covering commissions on accounts the rep opened after the relationship ends.
GPSR, VAT and IOSS, CE marking, REACH requirements: these are not optional for the EU market. The fines are real. The liability to your retail partners is real. Speak to a compliance advisor before you ship your first EU order.
Twenty strong, well-priced, well-merchandised products will consistently outperform eighty scattered ones in wholesale. Buyers have limited open-to-buy dollars. A tight, confident edit signals a brand that knows what it is. That's reassuring to a buyer.
They're not competing. They're compounding. A customer who discovers your brand in a boutique and then finds you online is worth more than either channel alone. The brands that build real revenue use wholesale for reach and DTC for margin. Both contribute something the other can't.
Wholesale isn't complicated. But it rewards people who treat it with discipline. Get your pricing right. Build relationships carefully. Put more energy into serving the accounts you already have than into chasing ones you don't. The brands that grow consistently in this space are the ones that make their retail partners genuinely successful. When your product sells well in their store, everything else tends to follow.