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How Expanding Your Product Line Can Boost Your Handmade Brand’s Visibility

Why More SKUs Could Mean More Sales—And How to Do It Strategically


From One Product to a Full Collection: The Power of Brand Blocking

When I saw this post from Derek Halpern, Co-founder of Truvani, it resonated hard.


Here’s why.


When we first launched our handmade brand, we started with just a few products. It made sense at the time—keep it simple, refine our process, and avoid overwhelming ourselves. But when we decided to sell wholesale and get into retail stores, we ran into a problem.


We had a tiny footprint on the shelf.


And you know what happens when you take up just a little space?


Customers don’t notice you.


When you think about a brand like Truvani—found in massive retailers like Walmart, Whole Foods, and Sprouts—it's easy to feel like you're playing a different league. But here's the truth: the principles that make those giants successful are just as valuable for us small, handmade brands, indie retailers, and boutique operators. Even if you're not gracing the aisles of a nationwide chain, the brand blocking strategy still applies.

How Expanding Your Product Line Can Boost Your Handmade Brand’s Visibility

Why a Small Product Line Can Hold You Back

If you sell wholesale or want to get into retail, here’s the hard truth:

Retailers give prime shelf space to brands that stand out—and that often means brands that take up space.


If you only have one or two products, your items can easily:

🚫 Get lost among competing brands

🚫 Be overlooked because there’s not enough selection

🚫 Be stocked in a lower-traffic area of the store


This is why having a larger product selection can help you “brand-block” on shelves.


What Is Brand Blocking?

Brand blocking is when a store stocks multiple SKUs (product variations) from a single brand together, creating a stronger visual presence.


Think about it—when you walk into a store and see an entire section of candles, soaps, or jewelry from one brand, doesn’t it look more established and trustworthy?


That’s brand blocking in action.


It makes customers more likely to:

✔️ Notice your brand

✔️ Remember your products

✔️ Buy from you instead of a competitor


And it works for handmade businesses just as much as it does for big retail brands.


How We Expanded Our Product Line (And How You Can Too)

We didn’t go from two products to an entire collection overnight. It was a strategic process, and I recommend the same for you.


Step 1: Identify Your Best-Selling Product

Look at your best-sellers and think about how you can expand on what’s already working.

🔹 Example: If your best-seller is a lavender-scented candle, could you create a matching room spray or wax melt?

🔹 Example: If your customers love your gemstone jewelry, could you offer birthstone variations or custom sets?

📌 Pro Tip: Don’t just create random products—expand on what your customers already love.


Step 2: Add Variations That Make Sense

The easiest way to expand your product line without reinventing the wheel is by adding variations.

Some ideas:

New Scents/Flavors – (e.g., expanding from 2 candle scents to 6)

Different Sizes – (e.g., offering mini and large versions)

Seasonal or Limited-Edition Releases – (e.g., holiday-themed products)

Bundled Sets – (e.g., offering a 3-pack of coordinating products)


This keeps your brand cohesive while giving customers more options.


Step 3: Test Before You Go Big

Not every product will be a winner—and that’s okay!

Before committing to a large production run, try:

✔️ Small batch launches to see what sells

✔️ Pre-orders to gauge interest

✔️ Exclusive drops for VIP customers to gather feedback


📌 Example: We experimented with several new product variations before committing to a full expansion. Some were a hit, while others never made it to market. That’s part of the process.


Step 4: Position Your Brand for Retail Success

If you’re selling wholesale or pitching to retailers, having a strong product line makes you more appealing.

Retailers love brands that

:✔️ Offer a range of products that fit together

✔️ Have consistent branding and packaging

✔️ Provide enough variety to make restocking worthwhile


If you can create a collection that looks cohesive and compelling on a shelf, you increase your chances of landing (and keeping) wholesale accounts.


Don’t Be Afraid to Expand—But Do It Smartly

We started with just a couple of products, and now we have a full collection that helps us stand out in stores.


📌 The key? Expanding strategically so that every new product adds value to your brand and your customers.


So, if you’re wondering whether to grow your product line, here’s your sign: It might be time.


✨ Have you expanded your product line recently? What worked (or didn’t)? Let me know in the comments!

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