D2C to Wholesale: How to Add Retail Without Losing Your Brand

D2C to Wholesale: How to Add Retail Without Losing Your Brand
D2C to Wholesale: How to Add Retail Without Losing Your Brand

Table of Contents

Table of Contents
Table of Contents

Moving from D2C to wholesale means selling your products in bulk to retailers who resell them, while your direct channel keeps running. The move works when four things are in place: operations that can ship cases on schedule, a price structure that leaves room for both you and the retailer, a clear list of the right buyers, and rules that stop the two channels from competing. This guide walks through each one, with the numbers a brand needs to plan.

KingpinReach Retail Buyers Without Losing ControlKingpin helps consumer brands connect with relevant global retailers while keeping ownership of their retail relationships and sales.Explore Kingpin’s approach

TL;DR

  • Wholesale and D2C are complementary channels. Wholesale brings bigger orders, no paid acquisition per order and new reach, while D2C keeps margin and customer data.

  • Price from the outside in: set the retail price first, then a wholesale price near half of it, and check that the margin still works after freight and terms.

  • Get operationally ready before the first pitch: case packs, lead times, compliant packaging and, for larger chains, EDI.

  • Find buyers through your own order data, category fit and targeted outreach. Trade shows are one route, not the only one.

  • Kingpin runs this buyer outreach for consumer brands at 0% commission, with brands keeping ownership of every retail relationship.

Table of Contents

  • What the move from D2C to wholesale actually means

  • Why consumer brands add wholesale

  • Are you ready to sell wholesale?

  • How to price for retailers

  • The operations behind a retail order

  • What to prepare before you approach buyers

  • Finding the right retail buyers

  • Keeping D2C and wholesale in balance

  • A 90-day plan for the first wholesale accounts

  • Where Kingpin fits

  • Perspective

  • FAQ

  • Sources

What the move from D2C to wholesale actually means

Wholesale is the practice of selling goods in bulk to retailers, distributors or other businesses that then resell them to end customers. For an ecommerce brand it is the counterpart to D2C: D2C sells individual orders directly to consumers, while wholesale sells larger quantities at lower per-unit prices to channel partners who handle the consumer-facing relationship.

The two channels behave differently. According to Shopify’s comparison of the models, DTC brands sell small, frequent orders at full retail price, while wholesale sells large, infrequent orders at a lower price per unit. Selling direct removes the intermediary, but the brand then carries customer acquisition, ecommerce operations, fulfillment, packaging and support.

The buyer changes too. A shopper who dislikes a purchase can return it. A retail buyer has a shelf, a budget and a business to answer for. B2B buyers’ decisions directly affect the success of their own businesses, and that is why they ask about reliability, margin and sell-through before they ask about your story.

So the shift is not only a new sales channel. It is a different customer, a different order shape and a different set of promises: on-time delivery, consistent quality and a margin the buyer can live with.

Why consumer brands add wholesale

The case for wholesale rests on three practical effects.

Larger orders. One source puts B2B wholesale orders at roughly 5 to 10 times the value of a typical DTC order, which concentrates revenue into fewer transactions. Fewer, larger orders also mean fewer shipments to pick, pack and support.

Lower acquisition cost per order. Wholesale can lift operating profit because it removes paid customer acquisition from each sale and reduces per-unit pick-and-pack expense. The retailer already has the foot traffic or the email list, so you are borrowing an audience that took years to build.

Reach you cannot buy with ads. Retail puts the product in front of people who were not searching for it. A first-time shopper who sees a product on a shelf next to brands they trust is a different lead from one who clicked a paid social ad.

Large brands show the same pattern. In Nike’s fiscal 2024 fourth quarter, Nike Direct revenue was $5.1 billion, down 8%, while wholesale revenue was $7.1 billion, up 5%. Even a company built around direct selling keeps wholesale as a core pillar.

The Business of Fashion makes the same point in its case study: brands should not treat DTC and wholesale as an either-or choice and should use the strengths of each to build profit and reach. If you want a broader view of how a direct model keeps customer ownership, this overview of direct-to-consumer selling is a good companion read.

Are you ready to sell wholesale?

Before you pitch anyone, check your operations against what retail expects. Wholesale needs standardized case packs, palletized freight, compliant packaging and predictable lead times. Practices that are survivable in DTC, such as packing by hand, become risky when an order arrives in cases.

A useful readiness check covers five areas:

Product proof. Do you have consistent reviews, repeat purchase data or sell-through numbers that show the product moves? Buyers want evidence that shelf space will turn into sales.

Inventory depth. Can you fill a first order and a reorder without stocking out of your own online store? A retailer that cannot get a reorder will drop you quickly.

Packaging and labeling. Barcodes, case labels and outer cartons that meet retailer requirements save you chargebacks later.

Lead times. Know how many days from purchase order to shipment, and keep that number stable. Buyers plan seasonal sets months ahead.

Capacity to manage accounts. Every retailer needs follow-up, reorder reminders and data. Someone must own that work, whether it is a hire, an agency or a platform.

If two or three of these are weak, fix them first. A single failed first order can close a door that took months to open.

How to price for retailers

Pricing is where most D2C brands feel the shock. Your online price carries marketing and shipping costs. A retailer needs its own margin on top of your wholesale price.

The most common framework is the keystone multiplier. If a product costs $20 to make, the wholesale price is set at $40 to $50, and the retailer then marks it up to roughly $80 to $100. At a 2x cost multiplier the brand’s wholesale margin is about 50% before operating expenses. Selling the same item direct at $80 would give $60 gross profit, a 75% gross margin before marketing and fulfillment.

That gap looks painful until you count what sits underneath it. The DTC margin still has to pay for ads, shipping and support. The wholesale margin pays for far less. Compare the two on contribution margin, meaning what is left after the costs specific to that channel, not only on gross margin.

For reference, other published benchmarks point the same way:

A practical way to set the structure:

  1. Fix your retail price (MSRP) first and keep it consistent across every channel.

  2. Set wholesale near half of MSRP, then test it against your landed cost, freight and any promotional allowance.

  3. Publish a minimum advertised price policy so retailers do not undercut your own site. One pricing guide suggests a policy near 0 to 15% off MSRP day to day, with wider room in named promotion windows.

Minimums, case packs and payment terms

Minimums protect your margin. Most brands set them by style, such as 6 units per colorway, or by order total, such as a $500 opening order. A tiered model is common: for example, a higher opening order minimum such as $600 and a lower reorder minimum such as $300. Selling in case increments, such as 6 or 12, keeps fulfillment efficient.

Payment terms are a real cost. Net 30 and Net 60 are the most common: the retailer pays the invoice within 30 or 60 days of shipment, so you produce, ship and finance inventory before cash arrives. New accounts often start on prepayment or card until they build history. Build that delay into your cash plan before you say yes to a large first order.

The operations behind a retail order

Independent boutiques will often order by email or through an online wholesale portal. Larger chains work differently. Big-box retailers and major distributors use EDI to exchange purchase orders, advance shipping notices and invoices, and EDI integration is what lets a brand scale past independent boutiques.

You do not need EDI on day one. Plan for it if your target accounts include national chains, and look at how retail EDI providers handle purchase orders, shipping notices and invoices so you know what the setup involves.

Two more habits keep the back end healthy:

  • Keep a single inventory count across your online store and wholesale accounts, so a large retail order does not leave the website showing items you no longer have.

  • Track each retailer’s reorder rhythm. A buyer who reorders every eight weeks is a stable account. A buyer who goes quiet after the first order needs a call.

What to prepare before you approach buyers

Buyers see dozens of pitches a week. A brand that arrives with clean materials looks like a brand that will be easy to work with.

The core package is a sell sheet and a line sheet. One checklist for a product range lists brand and product information, MSRP, wholesale price, MOQ, case packs, lead times, barcodes, sample details and sell-through evidence. The same items apply to almost any consumer category.

Add to that:

  • A one-page brand story with your strongest consumer proof: ratings, repeat rate, press.

  • A clear statement of who the product is for and which shelf it belongs on.

  • Shipping terms, return policy and your policy on pricing across channels.

  • A short, specific reason this retailer is a fit, such as customers, category and price point.

That last point matters most. A pitch that shows you studied the store gets answered far more often than a template.

Finding the right retail buyers

Start with the data you already own. Resellers often hide in DTC records: high-volume, predictable replenishment cycles or several orders shipped to commercial addresses can signal a small shop buying through your website. Those customers are warm leads, and moving them to wholesale terms is the easiest first step.

When you reach out, engagement signals help you prioritize. Tools that show whether a recipient opened, forwarded or lingered on a document can map buyer signals to your CRM, so follow-up goes to the buyers who are actually reading.

Beyond your own data, build a target list by category, price point and market. Match your product to stores that already carry neighboring brands, then reach the person who makes the buying decision. Expect a sequence of touches: introduction, samples, line sheet, a follow-up, then the first order.

Reducing dependence on trade shows

Trade shows have long been the default way to meet buyers, and they are expensive. One exhibit provider reports that small businesses typically spend $3,000 to $10,000 for a basic 10x10 booth package, and that figure comes before travel, samples and staff time. Cited industry reports in the same guide put total spend per show far higher for many companies.

A show also gives you a few days a year. Buyers decide on their own calendars, and many place orders between shows. Brands that rely only on events leave long stretches with no pipeline.

The alternative is year-round, targeted outreach: identify buyers who fit your category, introduce the line directly, send samples and keep conversations going. This is exactly the work that sales agents and platforms do, and it is why newer models that combine data with personal follow-up have grown. Traditional agents bring their own tradeoffs, typically commission and slower ramp-up, so compare the cost structure, the speed and who owns the relationship afterward.

Keeping D2C and wholesale in balance

The fear is channel conflict: a retailer sells your product for less than your site, or your own promotion undercuts the retailer. Four rules prevent most of it.

One price story. Keep MSRP consistent and avoid permanent discounts on your own site that retailers cannot match.

Channel-specific products where it helps. Offer exclusive bundles, flavors or sizes direct, and core ranges at wholesale.

Protect your best retail partners. Share demand data, sell-in support and creative assets so they have reasons to push your brand.

Use retail to feed D2C. A shopper who first sees the product in a store often searches the brand online later. Make sure your site, reviews and packaging QR codes make that step easy.

Done well, wholesale does not erode your direct channel. It makes the brand more visible, and the customers it brings in can still be reached through your own store, email and loyalty program.

A 90-day plan for the first wholesale accounts

A simple sequence keeps the work manageable.

Days 1 to 30: foundation. Set MSRP, wholesale price and minimums. Build the line sheet and sell sheet. Confirm case packs, lead times and barcodes. Decide who handles accounts.

Days 31 to 60: outreach. Convert reseller-like customers from your DTC data first. Then build a target list of 50 to 100 stores that fit your category and begin personalized outreach with samples ready.

Days 61 to 90: first orders and learning. Fulfill orders on time, check in on early sell-through, and use what you learn to improve the pitch. Track opening orders, reorder rates and response rates by retailer type, so you know where to focus.

The point of the first 90 days is not volume. It is proof: a handful of retailers who reorder, and a process you can repeat.

Where Kingpin fits

Kingpin is an AI-powered wholesale team that connects consumer brands with retailers worldwide. A research agent finds retailers that fit the brand, and a sales coordinator agent reaches their buyers in their language. An account manager reviews every list and message, while the team keeps existing accounts warm, follows up on reorders and keys in and confirms orders. Kingpin reports $700M+ in wholesale GMV since 2021 and 3,500+ retailers on Kingpin.

The commercial model is simple to evaluate: there is 0% commission, and brands keep complete ownership of retail relationships and sales. Every plan has one monthly fee, set on the strategy call.

Brands that want to see how the process runs can review Kingpin’s approach and the team’s approach, or go straight to a strategy call with three shops they sell to and see the next ones that look like them. The company’s philosophy is laid out in its manifesto.

Perspective

Many D2C founders do not have a demand problem. They have a bandwidth problem. They know retail would work, but finding the right buyers, writing to them one by one and following up for months is a full-time job that trade shows and commission agents solve slowly and expensively.

We built Kingpin around a different idea: use data to find the retailers that match a brand’s category and market, then add a human touch to start real conversations. That is how brands can begin building buyer relationships without waiting for the next event.

We also believe the retailer relationship belongs to the brand. That is why we charge 0% commission and leave ownership of every account and every sale with the brand. Wholesale then becomes a channel you control and grow with intention, alongside your direct business.

Vlad

FAQ

What is the difference between D2C and wholesale?

D2C means selling single orders straight to consumers at full retail price. Wholesale means selling bulk quantities to retailers at a lower per-unit price, and the retailer sells to the consumer. D2C gives you control and customer data, while wholesale gives you scale and shelf presence.

Will wholesale hurt my D2C sales?

It does not have to. Consistent pricing, a minimum advertised price policy and channel-specific bundles keep the channels aligned. Many brands find that in-store exposure sends new shoppers to their website.

What margin should I expect on wholesale?

A common starting point is keystone pricing, where the wholesale price is about half the retail price. That is roughly a 50% margin on a 2x cost multiplier before operating expenses. Your exact margin depends on landed cost, freight, terms and promotional support.

How long does it take to land the first retailers?

It varies by category and outreach quality. With a targeted list, ready sales materials and a defined process, brands can start conversations with buyers within weeks.

Do I need to go to trade shows to sell wholesale?

No. Trade shows are one way to meet buyers, but direct outreach, your own customer data and managed sales services can build a pipeline year-round without booth costs.

Sources

Moving from D2C to wholesale means selling your products in bulk to retailers who resell them, while your direct channel keeps running. The move works when four things are in place: operations that can ship cases on schedule, a price structure that leaves room for both you and the retailer, a clear list of the right buyers, and rules that stop the two channels from competing. This guide walks through each one, with the numbers a brand needs to plan.

KingpinReach Retail Buyers Without Losing ControlKingpin helps consumer brands connect with relevant global retailers while keeping ownership of their retail relationships and sales.Explore Kingpin’s approach

TL;DR

  • Wholesale and D2C are complementary channels. Wholesale brings bigger orders, no paid acquisition per order and new reach, while D2C keeps margin and customer data.

  • Price from the outside in: set the retail price first, then a wholesale price near half of it, and check that the margin still works after freight and terms.

  • Get operationally ready before the first pitch: case packs, lead times, compliant packaging and, for larger chains, EDI.

  • Find buyers through your own order data, category fit and targeted outreach. Trade shows are one route, not the only one.

  • Kingpin runs this buyer outreach for consumer brands at 0% commission, with brands keeping ownership of every retail relationship.

Table of Contents

  • What the move from D2C to wholesale actually means

  • Why consumer brands add wholesale

  • Are you ready to sell wholesale?

  • How to price for retailers

  • The operations behind a retail order

  • What to prepare before you approach buyers

  • Finding the right retail buyers

  • Keeping D2C and wholesale in balance

  • A 90-day plan for the first wholesale accounts

  • Where Kingpin fits

  • Perspective

  • FAQ

  • Sources

What the move from D2C to wholesale actually means

Wholesale is the practice of selling goods in bulk to retailers, distributors or other businesses that then resell them to end customers. For an ecommerce brand it is the counterpart to D2C: D2C sells individual orders directly to consumers, while wholesale sells larger quantities at lower per-unit prices to channel partners who handle the consumer-facing relationship.

The two channels behave differently. According to Shopify’s comparison of the models, DTC brands sell small, frequent orders at full retail price, while wholesale sells large, infrequent orders at a lower price per unit. Selling direct removes the intermediary, but the brand then carries customer acquisition, ecommerce operations, fulfillment, packaging and support.

The buyer changes too. A shopper who dislikes a purchase can return it. A retail buyer has a shelf, a budget and a business to answer for. B2B buyers’ decisions directly affect the success of their own businesses, and that is why they ask about reliability, margin and sell-through before they ask about your story.

So the shift is not only a new sales channel. It is a different customer, a different order shape and a different set of promises: on-time delivery, consistent quality and a margin the buyer can live with.

Why consumer brands add wholesale

The case for wholesale rests on three practical effects.

Larger orders. One source puts B2B wholesale orders at roughly 5 to 10 times the value of a typical DTC order, which concentrates revenue into fewer transactions. Fewer, larger orders also mean fewer shipments to pick, pack and support.

Lower acquisition cost per order. Wholesale can lift operating profit because it removes paid customer acquisition from each sale and reduces per-unit pick-and-pack expense. The retailer already has the foot traffic or the email list, so you are borrowing an audience that took years to build.

Reach you cannot buy with ads. Retail puts the product in front of people who were not searching for it. A first-time shopper who sees a product on a shelf next to brands they trust is a different lead from one who clicked a paid social ad.

Large brands show the same pattern. In Nike’s fiscal 2024 fourth quarter, Nike Direct revenue was $5.1 billion, down 8%, while wholesale revenue was $7.1 billion, up 5%. Even a company built around direct selling keeps wholesale as a core pillar.

The Business of Fashion makes the same point in its case study: brands should not treat DTC and wholesale as an either-or choice and should use the strengths of each to build profit and reach. If you want a broader view of how a direct model keeps customer ownership, this overview of direct-to-consumer selling is a good companion read.

Are you ready to sell wholesale?

Before you pitch anyone, check your operations against what retail expects. Wholesale needs standardized case packs, palletized freight, compliant packaging and predictable lead times. Practices that are survivable in DTC, such as packing by hand, become risky when an order arrives in cases.

A useful readiness check covers five areas:

Product proof. Do you have consistent reviews, repeat purchase data or sell-through numbers that show the product moves? Buyers want evidence that shelf space will turn into sales.

Inventory depth. Can you fill a first order and a reorder without stocking out of your own online store? A retailer that cannot get a reorder will drop you quickly.

Packaging and labeling. Barcodes, case labels and outer cartons that meet retailer requirements save you chargebacks later.

Lead times. Know how many days from purchase order to shipment, and keep that number stable. Buyers plan seasonal sets months ahead.

Capacity to manage accounts. Every retailer needs follow-up, reorder reminders and data. Someone must own that work, whether it is a hire, an agency or a platform.

If two or three of these are weak, fix them first. A single failed first order can close a door that took months to open.

How to price for retailers

Pricing is where most D2C brands feel the shock. Your online price carries marketing and shipping costs. A retailer needs its own margin on top of your wholesale price.

The most common framework is the keystone multiplier. If a product costs $20 to make, the wholesale price is set at $40 to $50, and the retailer then marks it up to roughly $80 to $100. At a 2x cost multiplier the brand’s wholesale margin is about 50% before operating expenses. Selling the same item direct at $80 would give $60 gross profit, a 75% gross margin before marketing and fulfillment.

That gap looks painful until you count what sits underneath it. The DTC margin still has to pay for ads, shipping and support. The wholesale margin pays for far less. Compare the two on contribution margin, meaning what is left after the costs specific to that channel, not only on gross margin.

For reference, other published benchmarks point the same way:

A practical way to set the structure:

  1. Fix your retail price (MSRP) first and keep it consistent across every channel.

  2. Set wholesale near half of MSRP, then test it against your landed cost, freight and any promotional allowance.

  3. Publish a minimum advertised price policy so retailers do not undercut your own site. One pricing guide suggests a policy near 0 to 15% off MSRP day to day, with wider room in named promotion windows.

Minimums, case packs and payment terms

Minimums protect your margin. Most brands set them by style, such as 6 units per colorway, or by order total, such as a $500 opening order. A tiered model is common: for example, a higher opening order minimum such as $600 and a lower reorder minimum such as $300. Selling in case increments, such as 6 or 12, keeps fulfillment efficient.

Payment terms are a real cost. Net 30 and Net 60 are the most common: the retailer pays the invoice within 30 or 60 days of shipment, so you produce, ship and finance inventory before cash arrives. New accounts often start on prepayment or card until they build history. Build that delay into your cash plan before you say yes to a large first order.

The operations behind a retail order

Independent boutiques will often order by email or through an online wholesale portal. Larger chains work differently. Big-box retailers and major distributors use EDI to exchange purchase orders, advance shipping notices and invoices, and EDI integration is what lets a brand scale past independent boutiques.

You do not need EDI on day one. Plan for it if your target accounts include national chains, and look at how retail EDI providers handle purchase orders, shipping notices and invoices so you know what the setup involves.

Two more habits keep the back end healthy:

  • Keep a single inventory count across your online store and wholesale accounts, so a large retail order does not leave the website showing items you no longer have.

  • Track each retailer’s reorder rhythm. A buyer who reorders every eight weeks is a stable account. A buyer who goes quiet after the first order needs a call.

What to prepare before you approach buyers

Buyers see dozens of pitches a week. A brand that arrives with clean materials looks like a brand that will be easy to work with.

The core package is a sell sheet and a line sheet. One checklist for a product range lists brand and product information, MSRP, wholesale price, MOQ, case packs, lead times, barcodes, sample details and sell-through evidence. The same items apply to almost any consumer category.

Add to that:

  • A one-page brand story with your strongest consumer proof: ratings, repeat rate, press.

  • A clear statement of who the product is for and which shelf it belongs on.

  • Shipping terms, return policy and your policy on pricing across channels.

  • A short, specific reason this retailer is a fit, such as customers, category and price point.

That last point matters most. A pitch that shows you studied the store gets answered far more often than a template.

Finding the right retail buyers

Start with the data you already own. Resellers often hide in DTC records: high-volume, predictable replenishment cycles or several orders shipped to commercial addresses can signal a small shop buying through your website. Those customers are warm leads, and moving them to wholesale terms is the easiest first step.

When you reach out, engagement signals help you prioritize. Tools that show whether a recipient opened, forwarded or lingered on a document can map buyer signals to your CRM, so follow-up goes to the buyers who are actually reading.

Beyond your own data, build a target list by category, price point and market. Match your product to stores that already carry neighboring brands, then reach the person who makes the buying decision. Expect a sequence of touches: introduction, samples, line sheet, a follow-up, then the first order.

Reducing dependence on trade shows

Trade shows have long been the default way to meet buyers, and they are expensive. One exhibit provider reports that small businesses typically spend $3,000 to $10,000 for a basic 10x10 booth package, and that figure comes before travel, samples and staff time. Cited industry reports in the same guide put total spend per show far higher for many companies.

A show also gives you a few days a year. Buyers decide on their own calendars, and many place orders between shows. Brands that rely only on events leave long stretches with no pipeline.

The alternative is year-round, targeted outreach: identify buyers who fit your category, introduce the line directly, send samples and keep conversations going. This is exactly the work that sales agents and platforms do, and it is why newer models that combine data with personal follow-up have grown. Traditional agents bring their own tradeoffs, typically commission and slower ramp-up, so compare the cost structure, the speed and who owns the relationship afterward.

Keeping D2C and wholesale in balance

The fear is channel conflict: a retailer sells your product for less than your site, or your own promotion undercuts the retailer. Four rules prevent most of it.

One price story. Keep MSRP consistent and avoid permanent discounts on your own site that retailers cannot match.

Channel-specific products where it helps. Offer exclusive bundles, flavors or sizes direct, and core ranges at wholesale.

Protect your best retail partners. Share demand data, sell-in support and creative assets so they have reasons to push your brand.

Use retail to feed D2C. A shopper who first sees the product in a store often searches the brand online later. Make sure your site, reviews and packaging QR codes make that step easy.

Done well, wholesale does not erode your direct channel. It makes the brand more visible, and the customers it brings in can still be reached through your own store, email and loyalty program.

A 90-day plan for the first wholesale accounts

A simple sequence keeps the work manageable.

Days 1 to 30: foundation. Set MSRP, wholesale price and minimums. Build the line sheet and sell sheet. Confirm case packs, lead times and barcodes. Decide who handles accounts.

Days 31 to 60: outreach. Convert reseller-like customers from your DTC data first. Then build a target list of 50 to 100 stores that fit your category and begin personalized outreach with samples ready.

Days 61 to 90: first orders and learning. Fulfill orders on time, check in on early sell-through, and use what you learn to improve the pitch. Track opening orders, reorder rates and response rates by retailer type, so you know where to focus.

The point of the first 90 days is not volume. It is proof: a handful of retailers who reorder, and a process you can repeat.

Where Kingpin fits

Kingpin is an AI-powered wholesale team that connects consumer brands with retailers worldwide. A research agent finds retailers that fit the brand, and a sales coordinator agent reaches their buyers in their language. An account manager reviews every list and message, while the team keeps existing accounts warm, follows up on reorders and keys in and confirms orders. Kingpin reports $700M+ in wholesale GMV since 2021 and 3,500+ retailers on Kingpin.

The commercial model is simple to evaluate: there is 0% commission, and brands keep complete ownership of retail relationships and sales. Every plan has one monthly fee, set on the strategy call.

Brands that want to see how the process runs can review Kingpin’s approach and the team’s approach, or go straight to a strategy call with three shops they sell to and see the next ones that look like them. The company’s philosophy is laid out in its manifesto.

Perspective

Many D2C founders do not have a demand problem. They have a bandwidth problem. They know retail would work, but finding the right buyers, writing to them one by one and following up for months is a full-time job that trade shows and commission agents solve slowly and expensively.

We built Kingpin around a different idea: use data to find the retailers that match a brand’s category and market, then add a human touch to start real conversations. That is how brands can begin building buyer relationships without waiting for the next event.

We also believe the retailer relationship belongs to the brand. That is why we charge 0% commission and leave ownership of every account and every sale with the brand. Wholesale then becomes a channel you control and grow with intention, alongside your direct business.

Vlad

FAQ

What is the difference between D2C and wholesale?

D2C means selling single orders straight to consumers at full retail price. Wholesale means selling bulk quantities to retailers at a lower per-unit price, and the retailer sells to the consumer. D2C gives you control and customer data, while wholesale gives you scale and shelf presence.

Will wholesale hurt my D2C sales?

It does not have to. Consistent pricing, a minimum advertised price policy and channel-specific bundles keep the channels aligned. Many brands find that in-store exposure sends new shoppers to their website.

What margin should I expect on wholesale?

A common starting point is keystone pricing, where the wholesale price is about half the retail price. That is roughly a 50% margin on a 2x cost multiplier before operating expenses. Your exact margin depends on landed cost, freight, terms and promotional support.

How long does it take to land the first retailers?

It varies by category and outreach quality. With a targeted list, ready sales materials and a defined process, brands can start conversations with buyers within weeks.

Do I need to go to trade shows to sell wholesale?

No. Trade shows are one way to meet buyers, but direct outreach, your own customer data and managed sales services can build a pipeline year-round without booth costs.

Sources

About The Author
Ysabella Louise

Ysabella Louise

Hi, I'm Ysabella, PMM at Kingpin. We believe that growing revenue shouldn't be a challenge, it should be a no-brainer. So sales teams can focus less on the struggle and more on the wins. I'm here to make sure that vision comes through in every story we tell, and to share what's working, what's changing, and what you should actually know to sell smarter.

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