Part 11 —Wholesale Pricing That Preserves Margins

Short promise: move from one-off direct sales to predictable retail and marketplace revenue—package your products for stores, nail the listings, and manage fulfillment without losing your studio life.

Why this matters

Marketplaces and retail amplify reach and cash flow, but they ask for scale, specs, and patience. Do the work once—line-sheets, pricing, sample process, and a reliable 3PL flow—and you can sell to boutiques, home stores, and marketplaces without reinventing the wheel every time.

What you’ll get in this article

1. Product selection & marketplace strategy (how to pick first SKUs).

2. Listing & image spec cheat-sheet for Wayfair, Etsy Wholesale, Amazon & Wallpaper/large-format sites.

3. Wholesale pricing worksheet + sample formulas and MOQ negotiation tactics.

4. Sell-sheet / line-sheet copy + layout + a paste-ready one-page PDF text you can drop into InDesign/Canva.

5. Marketplace ad starter pack: budgets, KPIs, creative tests, and copy templates.

6. 3PL / fulfillment planning & a simple landed-cost model.

7. Retail pitching email sequence + phone script.

8. Trade-show prep checklist + booth basics.

9. 90-day action plan with weekly steps and measurable milestones.

10. Quick decision guide: what to DIY and when to hire help.

1 — Product selection: choose winners to retail-first

Pick 5–10 SKUs to target stores/marketplaces. Prioritize:

• Best-selling digital → easy physical transition (prints, pattern tiles, small decor).

• Lightweight, durable, and easy-to-package items (minimize shipping drama).

• Items with simple variants (3 colorways = simpler SKUs).

• Items with clear retail positioning (e.g., “Lake House Cozy Cushion” vs generic “Throw Pillow”).

Quick filter test (yes / no):

• Can it be produced at <$X landed cost so wholesale margin is reasonable?

• Is it visually compelling in 1 hero image?

• Can you supply 50–500 units reliably?

• Does it fit retail assortments (home decor, gift, stationery)?

If yes → add to market list.

2 — Listing & image spec cheat-sheet (practical sizes & metadata)

Use this exact sheet when you prep images or CSVs.

Wayfair (general guidelines)

• Hero image: 2000–3000 px on longest edge, 72–150 dpi, clean white background or styled scene.

• Additional images: lifestyle (3), detail close-up (2), scale reference (1).

• Title format: Brand + Product Name + Key Feature + Size (e.g., Kitopia — Coastal Botanical Print — 24x36 Canvas Wrap).

• Bullet points: 5 bullets; first bullet = USP (materials, size, mockup).

• Key metadata: SKU, UPC (if used), weight, dimensions, material, care, country of origin.

Etsy Wholesale / Boutique marketplaces

• Hero: 1500–2500 px (square or vertical), natural light lifestyle shot.

• Include flat-lay + styled vignette + packaging shot.

• Title: Short + evocative. Use 2–3 search keywords.

• Tags: 13 tags; include 3 niche keywords + 3 material/style tags.

Amazon (if you go this route)

• Main image: white background, long edge ≥ 1000 px (for zoom).

• Secondary images: lifestyle, scale, feature callouts.

• Product bullets: 5–6 clear benefit-first bullets.

• Backend search terms: add synonyms, misspellings, material names.

Wallpaper / Direct-to-builder platforms (WallpaperDirect etc.)

• Tile files: high-res vector or 300–600 dpi TIFF/JPEG, color profiles CMYK if print-ready.

• Repeat file: provide pattern repeat dimensions (in inches/cm).

• Mockup: 1920×1080 styled room mockups, plus single-tile close-up.

CSV fields to prepare for marketplaces (coreset) SKU, Title, Description, Bullet1, Bullet2, Bullet3, Price, MSRP, Wholesale Price, Weight, Length, Width, Height, Main Image URL, Image URL2, ImageURL3, Material, Color, UPC, Category, Tags, LeadTime, MOQ

3 — Wholesale pricing worksheet + formulas

The right rule-of-thumb pricing structure:

• Retail Price (R) — what you expect marketplaces/retailers to list. (You choose)

• Wholesale Price (W) = R × (Desired Retail Margin Factor). Typical: W = R × 0.5 (i.e., retailer margin ~50%).

• Your Net after cost & fees (N) = W − COGS − Fulfillment − Fees − Tax estimate.

Sample worksheet (example numbers)

• Suggested Retail (R): $60

• Wholesale (W): $60 × 0.50 = $30

• COGS per unit (manufacture + packaging): $8

• Fulfillment & shipping per unit: $6

• Marketplace/Payment fees portion & admin: $2

• Net to you = $30 − ($8+$6+$2) = $14 gross profit per unit

Key metrics to calculate:

• Break-even MOQ = Fixed setup cost / (W − COGS − Fulfillment − fees)

• Days to recoup sample cost = sample cost / expected monthly orders

Negotiation tactics for MOQ & pricing

• Ask for tiered pricing: 100 units / 500 units / 1000 units.

• Offer a pilot order at higher price or smaller MOQ (e.g., 100 units at +10%) to reduce supplier risk.

• Negotiate lead times, QC terms, and payment terms (30% deposit / 70% on ship).

• Leverage retail interest: present LOIs from boutiques to negotiate better MOQs.

Wholesale payment terms offered to retailers

• Net 30 is standard. For smaller shops consider 2/10 Net 30 (2% discount if paid in 10 days) to encourage quick payment.

4 — Sell-sheet / Line-sheet: copy + layout + paste-ready one-pager

Use a simple, attractive one-page sell-sheet for buyer emails and trade shows. Below is paste-ready text you can drop into Canva and export as PDF.

Sell-sheet / Line-sheet (one-pager text)

Header: XXXXXX— Capsule Collections for Cozy HomesSubhead: Curated patterns and art for boutique home & gift collections — small MOQ pilot-friendly.

About: XXXXXX creates warm, tactile designs inspired by lakeside life and cozy interiors. Our collections are designed to convert in-store and online: clear colorways, scale-ready tiles, and high-quality art prints.

Key picks (3 examples — replace with your SKUs):

1. Lake Lily Canvas 24x36 — Hero botanical print in three colorways. Wholesale: $30 | Retail: $60 | MOQ: 50.

2. Prairie Herb Tile (repeat) — Repeat pattern for cushions & wallpaper swatches. Wholesale: $22 | Retail: $45 | MOQ: 100.

3. Pocket Journal Set (3) — Printed on heavyweight recycled paper. Wholesale: $8 | Retail: $18 | MOQ: 200.

Why this sells:

• Proven Pinterest traction: consistent CTRs for product imagery.

• Small pilot MOQ options to test in-store.

• Supply-ready files & mockups for quick merchandising.

Terms & lead time:

• Pilot sample lead time: 2–3 weeks.

• Production lead time: 6–8 weeks (for larger runs).

• Payment: 50% deposit / 50% prior to shipping. Net 30 available for approved accounts.

Contact & sample request: Email: ------------ | Phone: (XXX) XXX-XXXX To request a sample pack: email subject “Sample Pack — [Retailer Name]” and include ship-to address.

Footer: simple logo + small product thumbnails.

5 — Marketplace ad starter pack (budget, tests & creative)

Goal: validate imagery and basic product-market fit fast and cheaply.

Ad testing framework (3-step)

1. Creative test (Pin / Instagram)

   • Budget: $5–$20 per creative / day for 48–72 hours.

   • KPI: CTR to product page > threshold (example 0.4% for Pin; adjust to your baseline).

2. Landing page CVR test

   • If creative passes, test landing page variants (long description vs short bullets).

   • KPI: Add-to-cart rate or lead magnet opt-ins.

3. Listing detail test (marketplace ads)

   • Use promoted listing for 14 days on Wayfair or Amazon with small budgets to measure ACOS.

Creative brief (short)

• Hero image: lifestyle shot + product in-use (no clutter).

• Overlay text: 3–5 words benefit (e.g., “Cozy Lake Prints”).

• Caption: 2–3 short sentences + link + hashtag set.

• CTA: Shop / See collection / Request sample.
  

Ad budget example for one SKU (test month)

• Week 1 creative tests (Pins & IG): $150

• Week 2 landing CVR test & promoted listing small budget: $200

• Week 3 scale to winning creative: $500 (if ROAS > 3x)
  

KPIs to track

• CTR, Landing CVR, Add-to-cart, Purchase rate, ROAS (ads revenue / ad spend), ACOS (ad cost / sales)

6 — 3PL / fulfillment & landed-cost model

Decide: in-house, on-demand (Print-on-Demand), or 3PL.

3PL selection basics

• Find a partner that handles pick & pack, returns, and wholesale pallet orders.

• Look for integrations (Shopify, StanCart, ShipStation).

• Ask for onboarding costs, MTW (minimum time weekly) and SLA for shipping times.

Simple landed-cost model (spreadsheet inputs)

• Unit cost (factory)

• Shipping to fulfillment center per unit (or per pallet)

• Fulfillment fee per unit (pick & pack)

• Packaging cost per unit

• Insurance + storage per month per unit

• Marketplace fees (percent) + payment fees

Landed cost = Unit cost + inbound shipping per unit + fulfillment + packaging + storage slice + taxes/fees.

Example:

• Unit cost $8, inbound shipping $1.60 (per unit), fulfillment $3, packaging $0.75, storage $0.10, marketplace fee $2 → Landed = $15.45

Use landed cost to set your wholesale and retail prices to preserve margin.

Fulfillment tip: request “retailer pallet packing” option so larger orders ship in retailer-ready cartons with UPC/labels.

7 — Retail pitching: email sequence + phone script

Initial cold email (short, send to boutique buyers or category managers)

Subject: Small pilot capsule for [store name] — sample pack inside?

Hi [Name],

I’m ------------. I create cozy botanical patterns and small decor collections that sell well in boutique home & gift shops. I’d love to send a small sample pack (3 tiles, 2 prints, and pricing) so you can see how they might fit on your shelves.

Pilot details: small MOQ pilot-friendly (50 units), fast sample turnaround, and attractive margin for retailers. If this sounds useful I’ll send a sample pack this week — what’s the best address?

Warmly,------------- | (XXX) XXX-XXXX

Follow-up (5–7 days)

Subject: Quick follow-up — sample pack for [store name]

Hi [Name], quick note — did my sample offer make sense? I can tailor a small capsule for your store’s aesthetic and pricing. If you prefer a quick 10-minute call I’ll send a calendar link.

Thanks, ----

Phone intro script (30–60 seconds) Hi [Name], I’m ---------- — we design cozy home prints and small decor. I emailed a sample offer recently — I wanted to follow up and see if you’d be open to a small pilot? I can send a sample pack and a simple price sheet for your buyers to review. If yes, what address should I use?

If they say yes: confirm ship-to & timeline. If not: ask if they’d prefer an email with quick pics and pricing.

Post-meeting / proposal email Attach sell-sheet & line-sheet PDF. Include payment terms, lead times, and a sample invoice.

8 — Trade-show checklist (booth basics & goals)

Before the show

• Apply for exhibitor badge & confirm insurance.

• Create one-page sell-sheet & sample kit.

• Pack branded boxes, business cards, and order forms.

• Pre-schedule meetings with 10 buyers (email list).

Booth essentials

• 1–2 hero products displayed at eye level.

• Samples for touch & feel (limited; protect high-value pieces).

• Tablet with slideshow of catalog images & pricing.

• QR code linking to line-sheet & checkout (StanCart link).

• Simple POS or order form for taking deposit orders.

During the show

• Capture emails & buyer details on a sheet with follow-up checkbox (ask about retailer opening dates and seasonality).

• Use a short pitch: “We run small MOQ pilot-friendly capsules that convert at boutique price points.”

• Get commitments: written orders or scanned POs.

After the show

• Send follow-up within 48 hours with PDF + sample ship dates + next steps.

• Prioritize buyers who requested samples or asked about delivery windows.

9 — 90-day action plan (weekly & measurable)

Goal: Launch 3 SKUs to one marketplace + pitch 10 boutiques + set up 3PL quote

Week 1 — Prep & inventory

• Finalize 3 SKUs for marketplace & retail.

• Prepare hero images & CSV fields per spec above.

• Build one sell-sheet PDF and one sample pack.

• Create Wholesale_Pricing sheet with landed costs & wholesale prices.

Week 2 — Marketplace listing & creative tests

• List SKU #1 on chosen marketplace (Wayfair or Etsy Wholesale).

• Run two Pin creatives for product #1 ($5/day × 3 days each). Measure CTR.

• Contact 10 local boutiques with sell-sheet (email template above).

Week 3 — Samples & 3PL quotes

• Pack & ship sample packs to boutiques that said yes.

• Collect 3 quotes from potential 3PLs; run landed-cost model with each.

• Start small promoted listing for SKU #1 on marketplace ($100/week).

Week 4 — Follow-ups & iterate

• Follow up with boutiques (calls if necessary) and log interest.

• Review listing performance; update images/descriptions.

• If creative test wins, scale to $10/day and add 2 variants.

Week 5 — List SKUs #2 & #3

• Repeat listing process, reusing CSV template & images.

• Improve packaging notes & create retailer box insert.

Week 6 — Pilot wholesale deals

• Close 1–2 pilot orders (even small). Send proforma invoices. Confirm lead times.

• Run fulfillment tests with 3PL for single pallet & retail pack.

Week 7–8 — Scale ad & outreach

• Increase promoted listings for top-performing SKU.

• Pitch additional 10 boutiques, include sample shipping updates.

Week 9–12 — Consolidate & refine

• Review revenue, ROAS, number of retailer leads, and sample feedback.

• Decide: scale one SKU to larger production; negotiate better MOQ; lock 3PL onboarding.

Milestones to hit by day 90:

• 3 SKU marketplace live and optimized.

• 10 boutiques contacted, 3 sample packs delivered, 1 pilot order confirmed.

• 1 3PL quote selected and test shipment completed.

• Wholesale pricing sheet finalized, and sell-sheet refined.

10 — What to outsource & when

DIY first: hero images, sell-sheet, and 1 marketplace listing. Hire when ROI rationale is clear:

• Photographer for lifestyle imagery (once 3 SKUs confirmed).

• 3PL or fulfillment manager when orders > 50/month.

• Listing manager / VA for marketplaces if you don’t want to toggle CSVs.

• Sales rep or agent for wholesale outreach if you want retail scale quickly (they live on commission).

Final thoughts — small tests, big wins

You’ve built the products and the playbook — now treat retail like a series of tiny experiments, not a one-time overhaul. Start with one pilot SKU, send real samples, ask blunt questions (do customers pick it up? does it sit in the basket?), and measure the results. Focus on three things: clean images that sell in a thumbnail, realistic landed cost math (don’t guess), and fast sample turnaround so buyers can say yes without waiting six months. Outsource what steams your brain (photography, fulfillment) and keep the parts you love (design, curation). Do the small, repeatable work well and the big checks will follow.

Cheers!