How to Find Potential Retailers for Outreach: A Guide for Handmade Sellers
Finding the right retailers to carry your handmade products is a crucial step in growing your wholesale business. But how do you find these retailers, and how do you know they’re the right fit for your brand? The key is to be strategic, proactive, and resourceful in your approach to retailer outreach.
Here’s a guide to help you discover potential retailers who are perfect for your handmade products and how to effectively reach out to them to land those wholesale accounts.
1. Research Online Marketplaces and Directories
Online wholesale marketplaces like Faire, Bulletin, Hubventory, and others often provide insight into stores that carry handmade or niche products. Additionally, directories like Manta, Yelp, or Google My Business can help you find retailers in specific categories or locations.
How to Do It:
Browse the “stockists” or “partners” sections on websites like Faire to see which retailers already purchase from brands like yours.
Use directories like Yelp or Google My Business to search for “boutiques,” “gift shops,” or “specialty stores” in specific cities or regions.
Compile a list of potential retailers, including their contact information, and start planning your outreach.
2. Look at Competitor Stockists
Take a peek at where your competitors are already selling. If you have similar products or a comparable aesthetic, there’s a good chance those retailers will be interested in your brand too.
How to Do It:
Visit the websites of your competitors and look for a “Stockists” or “Where to Buy” page.
Make a note of the stores listed and check if they align with your brand values and style.
Reach out to these stores with a personalized pitch explaining why your products would be a great addition to their shop.
3. Explore Social Media Platforms
Instagram, Pinterest, and Facebook are fantastic platforms for finding retailers that align with your brand. Many boutiques, gift shops, and independent retailers showcase their collections and store layouts on social media.
How to Do It:
Use hashtags like #ShopSmall, #BoutiqueStore, #GiftShop, or #HandmadeMarket to find stores that prioritize handmade and unique products.
Look at the “Tagged” section of posts from other brands or influencers to discover where they’re shopping or who is tagging them.
Create a list of potential stores and send them a direct message or find their email for a more formal outreach.
4. Leverage Trade Shows and Expos
Trade shows, expos, and craft fairs are hubs for connecting with store owners and buyers interested in stocking handmade products. Even if you don’t attend in person, you can often find lists of attending retailers and exhibitors online.
How to Do It:
Look for local, regional, or national trade shows in your niche (e.g., NY NOW, Shoppe Object, Craft & Hobby Association Shows).
Visit the trade show’s website to find lists of attending buyers and retailers.
Reach out to these retailers after the show with a message referencing the event to establish a connection.
5. Use LinkedIn for Professional Outreach
LinkedIn isn’t just for corporate networking—it’s a powerful tool for B2B outreach, including connecting with retail buyers and store owners.
How to Do It:
Search for keywords like “Retail Buyer,” “Boutique Owner,” or “Gift Shop Manager” in the LinkedIn search bar.
Filter by location, industry, or company to find relevant contacts.
Send a personalized connection request explaining who you are and why you think your products would be a great fit for their store.
6. Tap into Local Community Networks
Sometimes, the best potential retailers are right in your backyard! Local boutiques, gift shops, and specialty stores often love to support local artisans and brands.
How to Do It:
Visit local shops in person and bring samples of your products to show owners or buyers directly.
Attend local networking events, markets, or craft fairs where store owners may be present.
Join local business associations, chambers of commerce, or artisan groups that provide networking opportunities.
7. Utilize Wholesale Platforms’ Discovery Features
Platforms like Faire often have features that help you discover retailers who might be interested in your products.
How to Do It:
Log into your wholesale platform account and explore their “Discover Retailers” section.
Use filters like location, category, and store type to find retailers aligned with your products.
Reach out directly through the platform with a well-crafted pitch highlighting why your products would be a great fit for their store.
8. Sign Up for Retailer Newsletters and Subscriptions
Many retailers send out newsletters that give insight into their buying habits, product preferences, and upcoming needs. Signing up for these can help you understand what they’re looking for.
How to Do It:
Visit the websites of potential retailers and sign up for their newsletters.
Look for clues in their emails about product types they’re interested in or any upcoming purchasing events.
Use this information to craft a pitch that speaks directly to their current needs.
9. Ask for Referrals from Existing Retailers or Customer
If you’re already selling to a few retailers, use these relationships to your advantage by asking for referrals. Happy retailers are often more than willing to recommend you to other shop owners.
How to Do It:
After a successful order or restock, send a follow-up email to your retailer asking if they know of any other shops that might be interested in your products.
Offer an incentive, like a small discount on their next order, if they refer a new retailer who makes a purchase.
10. Keep Track and Stay Organized with a Retailer Outreach Tracker
Reaching out to potential retailers requires organization and follow-up. Use a tracker to keep tabs on who you’ve contacted, when, and what their response was.
How to Do It:
Create a simple spreadsheet to track retailer names, contact details, date of outreach, response status, and follow-up actions.
Stay consistent with your outreach efforts and always follow up—sometimes, it takes a few tries to get a response.
Build and Grow Your Wholesale Network
Finding potential retailers for outreach takes time, research, and a bit of hustle, but it’s well worth it when you land those wholesale accounts. The key is to always be on the lookout for new opportunities, be proactive in your outreach, and keep your pitches personalized and engaging.
Question for You:
What’s your favorite method for finding potential retailers? Share your tips and experiences in the comments below!
With these strategies, you’ll be well on your way to expanding your wholesale network and growing your handmade business.
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