To Wholesale or Not To Wholesale?

Many businesses are very content with positioning themselves for only retail profit.  However, there is quite a financial and logistical burden with trying to promote a brand to the end user/consumer without the help of other established businesses. 

Making your wares available for wholesale might not be feasible for a business with a rigid pricing structure.   I will talk about pricing and keystone in a future post, but an owner has to first decide what type of exposure they want for their brand.   If a brand is looking for national attention, they will need the assistance of being exposed through other retailers, and will have to understand the concept of either offering consignment or creating a pricing structure for wholesale.  This could incorporate either offering significant discounts for bulk orders, offering a percentage of sales from consignment placement, or simply offering a standard discount to anyone who will carry the brand.