Selling to independent stores
How boutiques, pharmacies, spas, salons and natural grocers buy from brands, and how SellToStores approaches them for you.
What counts as an independent store?
Independent stores are boutiques, pharmacies, spas, salons and natural grocers that buy straight from brands. Each orders less than a chain, but you keep more of the retail price and you choose where you are sold.
How does SellToStores find independent stores for my brand?
SellToStores builds a list of independent stores that fit your product, price point and customer, then pitches them with sample kits and a one-page sell sheet showing wholesale price, MSRP, case pack and minimum order. Every account gets a status and a next step in your weekly report.
How many stores will I get?
No number can be promised. It depends on your price, your product and buyer response. The weekly report shows where every account stands, so you can see progress even before orders arrive.
Will stores undercut my website?
Stores can undercut your website. SellToStores sets a minimum advertised price policy before outreach and picks store types that do not compete with your direct customers. Keep your own site at or above the advertised floor, or stores will notice.
What do independent store buyers look for in a new brand?
Buyers look for a product their customers will ask for, a margin that works, clear minimums and fast shipping on reorders. They also check packaging, barcodes and ingredient lists. A brand that answers these on a sell sheet gets a faster reply.
How big is a typical opening order?
Opening orders vary by store type and product, and SellToStores does not quote a standard size. Many brands set a low opening minimum so a new store can try the line, then raise the reorder minimum. Test your numbers with the first few accounts.
What is a starter kit or opening assortment?
A starter kit is a pre-selected set of your best sellers at a fixed price, often with a small display or testers. It removes guesswork for a new store and gives you control over which items appear on the shelf first.
Do independent stores expect testers and displays?
In beauty and personal care, many do. Shoppers want to try skincare and fragrance before buying. Decide whether testers come free with an opening order, at a discount or at cost, and tell the store before they order.
How do salons and spas buy differently from retail stores?
Salons and spas often buy for treatment use and for retail sale, so they want back-bar sizes, training and pricing that supports both. Build a separate professional tier with its own pack sizes and ask for a license before approving an account.
How do pharmacies buy health and beauty products?
Independent pharmacies often buy through wholesalers and also directly from brands. They ask about ingredients, claims, lot tracking and return terms. Have documentation ready and state your direct ordering process on your sell sheet.
How do natural grocers choose brands?
Natural grocers often care about ingredient standards, certifications and brand story, and they ask which distributors carry you. Check each store's ingredient policy before you pitch, so you do not spend time on a product they will not stock.
How do stores place orders and pay?
Stores commonly order by email, phone, a marketplace or an online ordering page, and pay by card, ACH or on net terms after approval. Put the ordering method, payment options and minimums on your sell sheet so the buyer can act without a call.
How do I follow up with a store that has not replied?
Follow up a few times over several weeks with a short note that adds something new, such as a sample offer, a seasonal item or a reorder example from another store. Stop when a buyer says no. SellToStores tracks every follow-up in your weekly report.
How do I protect full-price stores from discounters?
Use a minimum advertised price policy, limit who may resell, and watch marketplaces. State in your terms that product may not be sold to unauthorized resellers. Stores stay loyal when they trust that their price is not undercut.
More SellToStores answers
Related: Independent store service, Free retail audit
Answers about SellToStores come from this site's pages and terms. Everything else is general wholesale guidance with illustrative numbers, and regulatory points are not legal advice, so confirm them with the regulator or counsel.
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