One of the most common questions we hear from brands is “How do I get into more retailers?”
It's a fair question.
Growth in wholesale often means expanding your retail footprint. But here's the truth that most people overlook: it's not just about more retailers. It's about getting into the right ones.
Whether you're a growing brand trying to expand or an established name looking to solidify your presence, the key to long-term wholesale success is quality over quantity.
Getting into the wrong retail doors can be just as damaging as not getting into any at all. When you land a retail partner who doesn’t understand or support your brand, the relationship quickly turns transactional.
There’s no collaboration. No real investment in making your brand shine in their store.
And in those cases, your product often ends up collecting dust on a shelf or on the clearance rack.
Instead, look for retail partners who want to grow with you. These are the stores that:
These kinds of retailers will be the ones that will be more likely to extend your brand. And when the going gets tough (like a late shipment or inventory hiccup), true partners are more likely to work with you rather than drop you.
Let’s talk retail fatigue.
If eight shops on the same street are all carrying your brand, the excitement starts to wear off for both the retailer and the customer. When every store in a neighborhood looks the same, none of them stand out.
A great example? Main Street in Huntington Beach, CA. With about 10 surf shops in a row, smart brands have learned to differentiate the product assortments they offer each store.
Different colorways, different SKUs, or even exclusive items help maintain freshness and minimize competition between neighboring retailers.
This kind of strategy requires thoughtful planning, but it pays off. The more intentional you are, the more sustainable your retail relationships become.
Getting your product into a new store is just the first step. The brands that go the distance are the ones that show up and engage.
Help your retailers sell. Offer point-of-purchase materials. Train their staff on your brand story and best-selling products. Host events. Share marketing collateral. Retailers love working with brands that treat them like partners, not just customers.
When a store feels supported, they’ll make the extra effort to sell your stock.
One of the best things about being selective with your retail partners is the loyalty it builds. The more you show up for them, the more they’ll show up for you. That loyalty pays off when things don’t go perfectly like a shipment arriving late or a product being temporarily out of stock.
Retailers who feel like true partners are more likely to work with you to find a solution instead of jumping ship. They see your success as tied to their own, and that mutual investment is the foundation of a healthy wholesale relationship.
Getting into more stores sounds like the fastest way to grow.
But take a beat and ask yourself: Are we growing for the sake of growth, or are we building partnerships that will last?
Being intentional with your wholesale growth strategy will always get you further than chasing mass distribution. Pick the retailers that truly align with your brand, support them like partners, and watch how that focused approach helps you scale with strength.
If you’re looking for resources to find the retailers that could become your long-term partners, check out the email course we made to help you do just that.