Going from DTC to Wholesale the right way
While many brands have focused solely on Direct-to-Consumer (DTC) growth, the wholesale channel remains a largely untapped opportunity, especially as retailers and buyers increasingly seek fresh, emerging labels. With platforms like Joor, Folklore Connect, and NuOrder making it easier than ever to break into B2B sales, there’s never been a better time to expand your reach through wholesale.
From household names like Summersalt and Bandier to rising stars in activewear and resortwear, successful DTC brands are increasingly leveraging wholesale to grow brand awareness, drive revenue, and open doors to new markets.
Why More DTC Brands Are Turning to Wholesale
Wholesale provides access to larger distribution networks, reduces the burden of customer acquisition, and offers a scalable path to profitability. While DTC models promise higher margins, they also come with higher operating costs: think shipping, returns, paid ads, and in-house fulfillment. Wholesale partners, on the other hand, help brands manage these expenses while gaining exposure to new customers organically.
To make wholesale work, however, thoughtful planning is key. Below, we break down five critical steps every brand should take when preparing to expand into this space.
1. Define Your Growth Strategy
Set Clear Wholesale Objectives
Start by identifying the retailers you want to work with and the markets you aim to enter, locally or globally. Think about whether your focus is on prestige boutiques or volume-driving department stores. Your choices here should reflect where your brand is ready to go and how fast you want to scale.
Understand the Market Landscape
Do a deep dive into your competitors. What other brands do your customers love? Which labels are already stocked by your dream retailers? This helps identify gaps in the market and informs your own positioning. Tools from online wholesale platforms like NuOrder and The Folklore Connect often include retailer directories and pricing data to help with research.
Nail Down Your Pricing Strategy
Wholesale pricing has to strike the right balance, profitable for you, but attractive to your buyers. Consider creating a pricing matrix based on retailer tiers or minimum order sizes. If you use a B2B platform, look for dashboards or analytics tools to monitor what price points perform best.
2. Curate a Wholesale-Ready Product Offering
Refine Your Assortment
Choose products you want to offer to retail partners, and consider designing exclusive colorways or styles that will appeal to specific stores. Buyers are drawn to brands that help them stand out, so tailor your offering with that in mind.
Create Professional Line Sheets
Present your collection with clear photography, product details, sizing, colorways, and delivery windows. Line sheets are often the first impression you make—make it count.
Establish Minimum Order Quantities (MOQs)
Be transparent about the minimum units needed per order, especially if your production relies on hitting certain quantities. A well-merchandised in-store display requires breadth and depth, so retailers need to know what’s required from the jump.
3. Set Up Your Wholesale Infrastructure
Hire a Wholesale Rep or Partner With a Showroom
If you don’t have a dedicated sales team, consider hiring an experienced rep or showroom that knows how to navigate the seasonal sales cycle and maintain buyer relationships.
Create Wholesale Agreements
Formalize your wholesale terms, including payment timelines, return policies, and exclusivity terms. Contracts help avoid confusion and keep both sides aligned.
Upgrade Your Order Management System
Wholesale requires more robust back-end tools than DTC. Platforms like Joor, Folklore, and NuOrder offer centralized portals for product catalogs, order tracking, digital lookbooks, and more, making the B2B process seamless for both brands and buyers.
4. Identify and Reach Out to Retail Partners
Find the Right Retail Matches
Whether you’re targeting global retailers or niche concept stores, define what kind of visibility and customer alignment each store offers. Large retailers offer scale, while independents often bring deeper engagement and loyalty.
Initiate Contact with Retail Buyers
Start with research, social media, or email introductions. Online platforms often allow you to browse retailer profiles and send connection requests directly, saving time and helping you scale outreach with less friction.
5. Market Your Brand Effectively
Show Your Strengths
Gather your social stats, press mentions, notable collaborations, and sustainability highlights, anything that adds credibility. Retailers want to know why customers already love you.
Create Visual Marketing Tools
Lookbooks, brand decks, and videos can help you tell your story and show off your collection’s versatility. These tools are especially helpful during trade shows or digital market weeks.
Maximize Your B2B Presence
Platforms like Joor, NuOrder, and Folklore Connect function as virtual showrooms, complete with shoppable lookbooks, high-res visuals, and seasonal catalogs. This makes it easy for buyers to discover your brand and shop your line at their convenience.
Final Thoughts
Wholesale is a powerful tool for growing brand visibility and driving long-term success, but it’s most effective when entered into with intention and strategy. Whether you’re using a platform like Joor, Folklore Connect, or NuOrder, the steps remain the same: know your goals, refine your offer, build your infrastructure, connect with aligned partners, and showcase your brand like a pro.
Want to make the shift from DTC to wholesale? Start with the right platform and the right prep, and watch your brand scale to new heights.