Want to sell your handmade products to stores, whether on a wholesale or consignment basis?

If you’re curious about where to start when it comes to getting your products in boutiques and independent retail shops, you’re in the right place!

Back when I was running my own handmade business, Miss Malaprop, I actually carried work by other makers & artists in addition to my own handmade products.

My goal at the time was to eventually open up my own brick & mortar retail shop. I never quite got to the point of signing a lease on a storefront, but I did work with many artists on both a wholesale and consignment basis to sell their work at craft shows, festivals and other events.

I also worked in customer service at independent retail boutiques here in New Orleans for years, so I know a thing or two about what shop owners look for when working with independent artists & designers.

That said, all retail buyers and shop owners are unique individuals, so your mileage may vary.

Check out this video or keep reading to learn my 5 tips for getting started selling your handmade goods to retail shops:

1. Do your research.

Before you start trying to sell your handmade products in stores, you should have a pretty clear idea of your ideal customer and what makes your brand unique.

Start your research by making a list of which stores you think might be a good fit for your products. You'll want to look for stores that have a similar target customer as your own brand.

If you're thinking about reaching out to local stores in your area, do a visit to check the store out first. You don't need to talk to the store's owner or buyer just yet, but notice which product lines the shop carries and pay attention to the other customers in the store. Does this shop seem like a good fit for your products and your brand?

If the store is in another city, check out their website and look up online reviews on Google or Yelp.

2. Respect their time.

Whether the store is local or out of town, check out their website to see if they have any information or instructions for artists who want to sell their work to the store. Some stores that frequently work with handmade artists & makers will have a page on their website dedicated to this.

For example, Miette is a great shop located on Magazine Street here in New Orleans. They've been working with indie artists for more than a decade and they have a page on their website about selling your wares to them. If a shop you're interested in has a page like this on their website, be sure to follow their instructions for how to pitch your products to them.

If you can't find this info on their website and you're in the same city as a store where you’d like to sell your work, send them an email requesting an appointment to show them your products in person.

Since you’ve already done your research, you should let them know why your line would be a perfect addition to the store. For example, "I noticed you carry “X designer. My line is very similar, but with a twist…"

Email should be your first point of contact. Independent retail shop & boutique owners often manage everything themselves, and phone calls can really disrupt the flow of their day, so emails are typically the way to go.

3. Follow through.

Many boutique owners get TONS of emails every day from makers & designers who want to sell their products to the store.

And since a lot of these shop owners handle EVERYTHING by themselves, sometimes things just fall through the cracks.

Just because you don't hear back right away, don't take it personally! It doesn’t necessarily mean that a shop owner isn't interested.

Be persistent, and be sure to follow up at least once or twice. Remember though -- no one wants to be pestered, so wait a bit between emails and just offer a gentle nudge.

When you first reach out via email, I suggest setting a calendar reminder or using an app like ToDoist to set a reminder for a week or two later to follow up in case you don't hear back.

4. Keep it simple.

Maybe you've seen fancy catalogs or lookbooks with professional models contorting their bodies in exotic locations while wearing one-of-a-kind artisanally handcrafted clothing or jewelry.

The truth is, for most handmade business owners, these fancy printed lookbooks are usually a waste of money. They'll end up in the trash or recycling bin almost immediately.

Most shop owners just want the basics:

• Your contact info (name, company name, mailing address, email address, and website address)

• Images of your work

• A simple line sheet, with wholesale and suggested retail pricing

They also usually want to know where else your work is sold, especially if you sell to any other stores that are located in the same city or neighborhood as them.

Provide all of your info in a clearly organized & easy to use way. Try to include things like color choices, sizing options and prices all on the same page so that a boutique owner can easily see all the info they need in one place.

You want to make it EASY for them to write a Purchase Order and buy from you!

If you have a wholesale section of your website or an online linesheet, that's great. You can save a ton on printing costs and easily add new products or update the availability of products.

Some independent shops and makers prefer using a site like Faire for wholesale buying & selling. If you're really serious about selling more of your handmade products via wholesale, this can be a great option, as it will help you connect more directly with thousands of independent retail shops from around the world.

Either way, many boutique owners these days prefer placing wholesale orders online, whether through a site like Faire, or through a special wholesale section of your website.

The easier you make it for retailer shops to order from you, the more orders you'll get!

5. Offer samples or provide a trial.

When first pitching to a new shop, some store owners may request a sample of your work. This isn't usually a requirement though, because they usually won't return any sample products to you.

If you're just getting started with selling to retail shops, some store owners may be risk averse and hesitant to try a new line. If this is the case, you could offer to provide your products on a consignment basis for a specific period of time. This could help you get into the store and let you get some feedback on how the shop's customers like your products.

If you're going to do consignment, make sure the boutique has a system in place to pay their consignors regularly, AND make sure you have a written contract that clearly outlines the expectations and responsibilities of each party.

Need more help with wholesale?

For more tips on selling your handmade products to stores via wholesale, check out this series of Skillshare classes by my friend Casey Sibley, a designer who used to run a wholesale business selling her line of handmade homegoods and accessories to shops across North America:

1. Wholesale for Your Handmade Business | PART I: The Basics

2. Wholesale For Your Handmade Business, PART II: Building Linesheets and Catalogs in Adobe InDesign

3. Wholesale for your Handmade Business, Part III: Get The Word Out!

And for more handmade business tips, be sure to subscribe to Badass Creatives on YouTube.