Wholesale is how many accessory brands reach scale, selling through stockists who carry your product. Understanding how it works, for both brands and buyers, helps you build a range that sells through. Here is the guide.
How wholesale accessories work
In wholesale, you sell your product to stockists at a wholesale price, and they sell to customers at retail. Your range needs to appeal to both the buyer, who decides whether to stock it, and the end customer, who decides whether to buy it. Both have to be convinced.
Pricing and minimums
Wholesale pricing has to leave a margin for the stockist while profiting you, typically with retail set well above wholesale. Wholesale orders also come with their own minimums. Get the pricing structure right so your range works across channels without undercutting your stockists.
Building a range that sells through
Stockists reorder what sells. A range that sells through is well-made, well-priced and offers the newness and quality that keeps customers and buyers coming back. Focus on products that move, not just products you like.
Custom versus stock wholesale
You can wholesale stock product or develop custom private label ranges. Custom gives stockists something unique, which can command better margins and loyalty. Engelite manufactures custom wholesale ranges for Australian brands. If you are building a wholesale range, we will help you make it sell.