How To Get Your Products Into Independent Retailers: A Step by Step Guide

Bu Kim Hulse

Becoming a stockist for an independent retailer is a fantastic way to expand your brand’s reach, introduce your products to new customers, and boost your sales. However, independent retailers are inundated with pitches and have specific needs from their suppliers. Understanding these needs and approaching them with a well-prepared proposal will increase your chances of success.

How to Approach an Independent Retailer to Become a Stockist

What Independent Retailers Need

When a retailer chooses to stock your products, they are making a financial commitment. They’re investing in stock, allocating shelf space, updating their website, promoting your products on social media, and possibly training their staff. To convince them to take on your products, you need to demonstrate the benefits and address key concerns:

Attractive profit margins – Retailers rely on margins to cover operational costs and stay profitable.
Favourable trading terms – Understand their cash flow needs and be clear about your payment terms.
Sales forecasting – Show evidence that your products will sell.
Reliability – Ensure on-time deliveries with agreed quantities.

Once interest is secured, retailers will require more details, including:

Product information for their website and EPOS system, including barcodes.
Any necessary product certifications and health & safety documentation (e.g. COSHH sheets).
Your returns policy for faulty goods.
Your ability to replenish stock promptly if sales exceed forecasts.

If you’re a start-up, retailers will also want reassurance about your financial stability and long-term growth potential.

Tips for Becoming a Stockist in an Independent Retailer

1. Define Your Ideal Retailer

Consider which types of retailers align best with your brand and target audience. Research them via directories, Google Maps, social media, and in-person visits.

Consider store size, location, and customer demographics.
Determine whether you’re targeting independent boutiques, regional chains, or national retailers.

2. Conduct Thorough Research

Before reaching out to retailers, ensure your products are a good fit for their store by analysing:

Their target market.
Their current product range and brands.
Their pricing structure.
Their returns policy.

3. Prioritise Your Prospects

Keep track of potential leads in a spreadsheet, noting:

Retailer name.
Key contact(s).
Contact details (phone, email, address).
Website and social media links.
Notes on their product range and customer base.

Prioritise retailers that best align with your brand, starting with smaller independents to refine your pitch and build credibility.

4. Create a Compelling Product Presentation

Your product pitch should be clear, engaging, and visually appealing. Include:

Brand Story: Your mission, values, and unique selling points.
Product Information: Materials, features, benefits, and accreditations (e.g. awards, testimonials).
Target Market Analysis: Data on your ideal customers and how your products suit them.
Sales & Marketing Strategy: How you’ll support the retailer with promotions, POS materials, and social media content.
Pricing & Profit Margins: Clearly outline your wholesale pricing and potential profit margins.
Forecasts: Estimated sales volume, value, and potential ROI for different stock investment levels.
Logistics & Ordering Information: Ordering process, shipping times, and returns policy.
Business Credibility: Trading history, stability, and sustainability credentials.
Visual Aids: High-quality photos and an engaging presentation.

5. Perfect Your Elevator Pitch

Independent retailers are often approached by suppliers, so you need a concise and compelling pitch to grab their attention. Your elevator pitch should:

Clearly explain what your product is and its unique selling point.
Highlight why it benefits the retailer (e.g. strong margins, footfall generation).
Introduce your brand and its credibility.

6. Build Relationships with Retailers

Before securing an order, focus on establishing trust and demonstrating how your brand adds value. Approaches include:

Attending trade shows where independent retailers are present.
Visiting shops in person with product samples (be mindful of busy periods and offer to follow up at a convenient time).
Email campaigns featuring your elevator pitch.
Phone calls to introduce your brand and arrange meetings.
Social media outreach.
Joining buying groups that connect suppliers with retailers.

The goal is to foster a mutually beneficial partnership where both sides see value in working together.

7. Secure the Deal & Negotiate Terms

Once a retailer expresses interest, negotiate terms that work for both parties. Key points to discuss include:

Wholesale pricing & shipping costs.
Minimum order quantities.
Payment terms.
Discounts or rebates for larger orders.
Stock replenishment strategies.
Returns policy (faulty and non-faulty goods).
Contract length and exclusivity agreements.
Marketing support.
Customer service guarantees for retailers (e.g. helplines, response times).

Consider offering a consignment agreement, allowing retailers to return unsold stock, as a way to reduce their risk and build confidence in your brand.

Conclusion

Securing independent retailers as stockists is an excellent way to grow your business, but it requires preparation, persistence, and relationship-building. By researching your target retailers, crafting a compelling pitch, and demonstrating value, you can increase your chances of success.

Looking for expert support in expanding your retail presence? Get in touch with The Retail Champion today to refine your strategy and connect with the right stockists.