Stockists 101: what they are and how to work with them
As someone who has pitched to retailers and built a storefront on Faire that helped expand my wholesale reach, I’ve seen firsthand what it takes to land in the right stores and what mistakes can hold you back.
Whether you’re hoping to secure your first wholesale order or grow your stockist list beyond a few early wins, it helps to start with the basics and the mindset behind them.
Let’s break it down: what is a stockist, why does it matter, and how can you work with the right ones?
So, What Is a Stockist?
If you’ve ever wondered what a stockist is, here’s the simple answer:
A stockist is any retailer or store that carries and sells your products to their own customers.
They can be:
- Small boutiques or local shops
- Large department stores like Anthropologie or Nordstrom
- Big box stores like Target or Hobby Lobby
- Specialty niche shops — think apothecaries, bookstores, salons, or spas
Unlike direct-to-consumer sales, working with a stockist means your products are bought at wholesale pricing (usually 50% MSRP) and then resold. You’re not handling each order yourself — the store is doing that for you. Which is why choosing the right stockists matters so much!
Why Working With Stockists Can Change the Game
Stockists are more than just sales channels. They’re brand amplifiers.
Once you understand what a stockist is (and what they can do for your business ) it becomes clear why getting into retail can be such a powerful move.
The right stockist can:
- Increase your visibility without you having to do extra marketing
- Put your products in front of new, aligned customers you normally might not reach
- Build brand credibility through association
- Create steady income through reorders
- Help you scale, and grow without burning out
But not all stockists are created equal, and not every store is the right fit for your brand
What You Should Know About Stockists (Before You Pitch)
Here’s where a lot of small business owners go wrong.
They get so eager to “get in somewhere” that they start pitching to any store with a checkout counter and a logo.
But the real key to landing a stockist that actually moves the needle? Strategic alignment.
If you’re pitching your product to stores that don’t align with your brand or don’t serve your ideal audience, you’re not just wasting time…. you’re potentially watering down your brand and ending up in the wrong spaces where your product won’t sell.
Before reaching out to a potential stockist, ask yourself:
- Does this store serve the same type of customer I’m trying to reach?
- Does my pricing, packaging, and positioning fit with what they already carry?
- Will my product add to their current offerings, or just fill a spot?
Knowing what a stockist is is one thing. Understanding what makes a stockist right for you is what creates long-term growth.
Why Your Brand Presence Matters to Stockists
Here’s something not all product-based business owners want to hear (or are ready hear… but you’re here so you are right?)
Retailers aren’t just buying your product. They’re buying your brand experience.
And more importantly, they’re buying what you can do for their customers!!
Stockists are curators. Their job is to create an experience their own customers will love, trust, and come back for. They’re not just looking for what’s inside the bottle or box. They’re looking for brands that align visually, emotionally, and experientially with the retail environment they’ve worked hard to build.
So when a buyer is deciding whether to become your stockist, they’re thinking:
- Will this serve my customers?
- Does this elevate my store’s experience?
- Is this brand trustworthy, polished, and aligned with our vibe?
This is where intentional branding makes all the difference.
Not just “looking good,” but communicating clearly that your product belongs in that retail space. That your packaging is ready. That your messaging is intentional. That you’re serious about your product line — and it shows. When you understand what a stockist is really looking for, you’ll stop pitching to everyone and start showing up for the right ones.
Where to Find a Stockist for Your Products
Once you’ve nailed your positioning and packaging, the next step is knowing where to look for potential stockists.
Here are a few proven places to start:
Online Wholesale Platforms (Start with Faire)
Faire is one of the best places to connect with stockists who are actively searching for products to bring into their shops. You can:
- Create a professional wholesale storefront
- Reach thousands of retailers looking for your category
- Let buyers come to you or pitch them directly
It’s efficient, trusted, and a great starting point for understanding how to work with stockists at scale. But most of all, it puts you in front of stockists already searching for things you’re selling!
In-Person Retail
Visit shops in your local area or niche that you already love. Take note of what they carry. Imagine your product on their shelves. Would it feel at home there? If yes, that’s a potential stockist worth reaching out to.
Instagram & TikTok
Boutiques often highlight the brands they carry, which makes social media a goldmine for stockist research. If you see a store that feels like your dream match, start following them and build a pitch list.
Ask Your Customers
This one’s underrated, my personal favorite, and happens to be my highest success rate when it came to shops I was stocked in.
Ask your customers ( and even family, and friends!) what stores, small shops or boutiques they love and shop at locally! Their favorite ones just might be your perfect match!
Thinking About Wholesale? Start Here.
Now that you know what a stockist is, you can approach your wholesale strategy with more clarity and confidence.
Stockists aren’t the goal. Aligned stockists are.
The ones who feel like a natural extension of your brand.
The ones whose customers already want what you’re offering.
The ones who get it.
You don’t need to be in every store. You just need to be in the right ones.
And when your brand looks the part, leads with intention, and shows up ready — they’ll see it.. and want in.
