Retail Success Made Simple: 6 Quick Steps to Get Your Handmade Products in Stores

How Handmade Sellers Can Identify and Connect with the Perfect Retail Partners

If you're dreaming of seeing your handmade products on store shelves, the first and perhaps most critical step is finding the right buyers. I’ve been through this journey with my brands, Wicked Good and Orglamix, and trust me—the right buyer can make all the difference. We spend an enormous amount of time on outreach. I truly belive it's the difference between a meh wholesale business and a thirving success. Today, I’m sharing actionable strategies and personal insights to help you identify and connect with buyers who truly appreciate the quality and story behind your creations.

Understand Your Ideal Buyer

Before you start reaching out, it’s crucial to define who your ideal buyer is. For handmade sellers, this isn’t just about any retail partner—it’s about finding someone who resonates with your brand’s aesthetic, values, and story.

• Actionable Tip: Create a buyer persona. Write down details such as the types of stores you’d love to see your products in (boutiques, specialty stores, local markets, etc.), the kind of customer they serve, and what sets your product apart in that environment.

• Example: For Orglamix, our ideal buyers are those who value artistry and innovation. We target specialty beauty retailers that appreciate the blend of science and creativity behind our small batch, artisan beauty brand.

Step 1: Finding the Right Buyers

Research and List Potential Buyers. Once you have a clear idea of your ideal buyer, start compiling a list of potential retail partners. This research phase is crucial—knowing who to approach and why can dramatically increase your success rate.

• Actionable Tip: Use online directories, trade shows, and industry publications to find retailers that match your buyer persona. Tools like LinkedIn can also be invaluable for identifying key decision-makers.

• Example: At Wicked Good, we attended local craft fairs and searched online for boutique stores that focused on artisanal products. It helped us build a targeted list of prospects that truly aligned with our brand.

  
  

• Map Your Market: Start by creating a list of the cities and regions where your customers live. Knowing your audience's geography lays the foundation for all your outreach efforts.
  

• Begin Locally: Sometimes the easiest place to start is right in your own backyard. Reach out to local boutiques that might be a good fit for your products. Ask friends, colleagues, or anyone who might have suggestions—local recommendations can be pure gold.
  

• Do Your Homework: Browse both print and online magazines and blogs to spot stores that carry products similar to yours and appeal to your target customer. This research can reveal hidden gems that are already curating your style of products.
  

• Leverage Complementary Brands: Check out your competitors’ websites to see where they sell, and look for complementary brands that share a similar customer base. It’s all about finding stores that already understand your niche.
  

• Google It: This one’s a no-brainer. For instance, if New York is a target market, try searching for “Boutiques New York” or more specific queries like “Eco Friendly Boutique New York.” Play around with different search terms until you get a robust list of potential stores.
  

• Expand Your Online Research: Use Google to search for product-specific terms like “Best Soy Candles,” “Best Boho Boutiques,” “Best Baby Shops,” or “Best Clean Beauty.” Websites like Shoptiques and Yelp are excellent for finding stores in specific neighborhoods. For additional inspiration, check out resources like Elle's 50 States of Shopping, Baby Boutiques, Marie Claire's Best Smelling Scented Candles, Top Boutiques 2024 or Pink Friday.
  

By following these steps, you can systematically identify and reach out to buyers that are a perfect fit for your handmade brand. Happy hunting!

Step 2: Get the Buyers Contact Information Now that your Buyer Black Book is ready, it’s time to start filling it with names. In step two, focus on gathering the buyer’s name and email address so you can reach out with an introduction to your line. (And if you're stuck on what to write in that email, don't worry—we'll cover that shortly.)

How to Find Buyer Contact Info: There are two simple methods:

1. Check the store’s website or social media for contact details.

2. Call the store directly and ask.
   

If you're feeling nervous about making the call, here's a secret: stores are.always on the lookout for fresh, exciting products like yours—your creation might just be the next big hit on their shelves. So, don’t hesitate. Step 3: Craft a Compelling Pitch

Your pitch is your chance to make a memorable first impression. It should not only highlight the uniqueness of your products but also tell the story behind them. Retail buyers want to know what makes your handmade creations different from mass-produced alternatives.

• Actionable Tip: Develop a clear, concise pitch deck or one-pager that includes your brand story, product photos, key benefits, and any notable accomplishments (like features in magazines or sales milestones).

• Example: When pitching for Orglamix, I emphasized the innovation behind our products, why the brand is unique and why it would be a good fit for the retailer. I explain a short, concise high level overview, always keeping in mind what's in it for the retailer. A well-crafted pitch can open doors that a simple product catalog never will.
  

Step 4: Connect Now it’s time to reach out to the buyer and make things happen! The best way to initiate contact is via email—it’s far easier than cold calling, and much more convenient for the buyer. Don’t worry, you don’t have to write a Pulitzer Prize-winning letter. Just keep it simple and clearly explain:

• How your product benefits their customers

• Its unique features

• What sets it apart from everything else on the market

• How it will enhance their customers' lives—or even boost their status among friends and peers (a particularly effective angle for fashion and lifestyle products)

When you clearly communicate how your product adds value, a savvy buyer will be eager to carry your line. Connect and let your passion shine through. Step 5: Network and Build Relationships

Finding the right buyers isn’t just about sending out cold emails or making phone calls—it’s about building genuine, lasting relationships. Think of each interaction as an opportunity to share your passion and craft. Here are some engaging ideas to help you connect:

• Meet in Person: Attend trade shows, craft fairs, and industry events where you can showcase your work and meet buyers face-to-face. Nothing beats the impact of a personal connection.

• Join Communities: Become active in industry groups and online forums where retail buyers and fellow creatives hang out. Engage in discussions, offer insights, and let your personality shine through.

• Social Media Engagement: Use platforms like LinkedIn, Instagram and TikTok not just to promote your products, but to interact with potential buyers. Comment on their posts, share their content, and start meaningful conversations that highlight your expertise and enthusiasm.

• Collaborative Opportunities: Look for ways to collaborate with retail blogs or local publications. Offer to write guest posts or participate in interviews where you can tell your story and share the unique value of your products. You can even offer to go live on their social media sharing a new collection, product launch, chat with the CEO or tutorial.

• Follow-Up Thoughtfully: After your initial outreach, follow up with a personalized message. Mention something specific from your previous interaction to show that you’re genuinely interested in their business.

• Offer Value First: Instead of immediately pitching your product, consider offering helpful insights or a free sample. Demonstrate how your creations can solve a problem or add value to their retail lineup.

By taking these proactive and personable steps, you’re not just reaching out—you’re laying the foundation for a network of loyal retail partners who appreciate the heart and soul behind your handmade products.

• Actionable Tip: Set up a Zoom with potential buyers. Follow up after initial contact with personalized messages that reference your previous conversation or shared interests.

• Deep Value Insight: Building a genuine relationship takes time but pays off in the long run. Buyers are more likely to work with someone they know and trust. I’ve seen firsthand how a personal connection can tip the scales in your favor.
  

Step 6: Follow Up and Iterate

I always say the magic is in the follow up. Persistence is key. Not every buyer will respond immediately, and that’s okay. Use follow-ups as an opportunity to refine your pitch based on feedback.

• Actionable Tip: Create a follow-up schedule. If you haven’t heard back within two weeks, send a friendly reminder. The easiest way to do this is to set up a nurture flow in Klaviyo. Ask for feedback on why your product might not be a fit and use that information to improve your approach.

• Deep Value Insight: Iteration is essential. Every “no” is a chance to learn and get one step closer to a “yes.”
  

Finding the right buyers is the cornerstone of getting your handmade products in stores. Start by defining your ideal buyer, researching and listing potential partners, and crafting a compelling pitch that tells your brand’s unique story. Remember to build genuine relationships through networking and always be prepared to iterate based on feedback. With persistence and authenticity, you’ll connect with buyers who truly appreciate the quality and passion behind your creations. Now is the time to put these strategies into action and take your handmade business to retail success. xoxox Cheri Happy connecting, and here’s to making your mark on store shelves!