You’ve built a strong ecommerce brand, nailed your product-market fit, and now it’s time to scale up. Maybe you’ve already landed a few retail partnerships, or you’re ready to break into new markets to expand your reach beyond direct-to-consumer.
When you’re growing fast, partnering with the right retailers isn’t just exciting—it’s essential. But scaling retail partnerships comes with its own set of challenges. You’ll need to find the right stockists, pitch effectively, manage product creative, and ensure your brand shows up consistently everywhere it’s sold.
In this guide, we’ll walk you through exactly how to research, find, and work with retail partners as your business grows. From understanding what retailers expect from brands, to streamlining your pitching process, you’ll get practical strategies for expanding your network with confidence.
What are retailers looking for in your product
Retailers are primarily looking for products that will drive sales, and they’ll also want to increase customer loyalty and enhance their brand reputation. To stand out, your products should have a unique selling proposition (USP) that set them apart from similar products on the market.
Here are some key factors that make products unique for retail stores:
- Innovative design or technology: Products that offer something new or improved can catch the eye of both retailers and customers. Whether it’s a cutting-edge gadget or a fresh take on a classic item, innovation can be a significant selling point.
- High-quality materials: Retailers want products that reflect well on their brand. High-quality materials and craftsmanship can assure them that your product will meet their standards and satisfy their customers.
- Unique features or benefits: If your product solves a specific problem that other products don’t, it can be more attractive to retailers. Highlighting these unique features will make your product stand out.
- Strong brand identity: Retailers often look for products that align with their brand values and can tell a story that resonates with their customers.
- Competitive pricing and profit margins: Retailers need to make a profit, so your product should be priced competitively while still offering a good profit margin. This balance can make your product more attractive to retail buyers.
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What are the different types of retail partners?
First, let's take a look at the different types of retailers. This should give you an idea of what kind of partnership you’re looking for.
Retailers
A retailer (or retail partner) is a business—either an online shop or a brick-and-mortar store—that will buy your products and sell them directly to their consumers. Engaging with local retailers can be a strategic starting point, allowing for direct product demonstration and establishing personal connections. A retail store will be a brand in its own right, and they’ll usually stock your products in their warehouses or stock rooms. There are two different types of retailers: small independent stores and big, multi-brand stores.
Small independent stores: Generally, smaller stores will have a limited range of products and a very specific target audience. You’ll find some of them on the high street, but many of them are online only. For example, one of our customers, Goodrays, works with an independent interior design store, Diverse Find Food, which stocks a selection of Goodray's CBD drinks on their website.
- Major retailers: A larger, multi-product retailer will have lots more website traffic and cater to a much wider audience. Think of retailers like ASOS, Dunhelm and Boots—these are all big names that list popular products from loads of different brands—big and small. There are mid-range businesses too, like Not on The High Street, that specifically sell products from independent brands.
Online marketplaces
An online marketplace is a website where you can list your products and connect with buyers. It differs from a retailer because you’re responsible for uploading and pricing your products on the site. Depending on the marketplace, you might also have to deal with shipping too. Examples of marketplaces include Amazon, Etsy and eBay.
Maintaining a balance between fulfilling online sales and supplying retailers is crucial, as a successful online presence can indicate that a business is prepared to venture into physical storefronts.
Wholesalers
Online wholesalers bulk buy products from manufacturers and brands at discounted prices and sell products to retailers. Fulfilling wholesale requests is crucial to ensure that product supply meets both e-commerce and retail demands. You can list your products with a general wholesaler like one of the hundreds of businesses on The Wholesaler. Or list with a wholesaler that specialises in a particular product. One of our customers, Food Huggers, sells products with Big Green Smile that specialises in sustainable products.
Types of retail partners (and where to find them)
As your ecommerce brand grows, you’ll likely work with a mix of retail partners—from small, local retailers to large multi-brand stores and online marketplaces. Understanding these options will help you plan your retail strategy, whether you’re expanding into your first few stockists or scaling up existing partnerships.
Retailers: Independent stores vs major multi-brand retailers
Retailers—whether online or brick-and-mortar—buy your products and sell them directly to consumers. They usually stock your products in their warehouses or storerooms and will have their own brand identity and customer base. They key thing to note is that they’ll also be selling products from different brands, too.
There are two main types to consider:
Small independent stores
These shops typically carry a limited, curated selection aimed at a specific niche. Think boutique homeware stores, local fashion shops, or online-only retailers. Starting with local stores offers the advantage of building direct relationships with the store owner, allowing for more personalised support and feedback later down the line. For example, Haws works with Hold, an independent homeware store in Brighton.
What they need:
- Lifestyle imagery that reflects their aesthetic
- Product packaging shots (especially for brick-and-mortar displays)
- A simple sell sheet with core product info and pricing
- A short brand story they can easily share with customers
Major multi-brand retailers
Larger retailers have much higher website traffic and a broader customer base. Brands like Dunelm, and Boots stock products from a wide range of suppliers.
Growth-stage tip: As your brand scales, many ecommerce companies move from independents into major retailers as a way to increase visibility and revenue.
What they need:
- High-res product images on white or light backgrounds
- Variant shots (colours, sizes, angles)
- Technical product details and compliance info
- Marketing-ready assets like video clips or campaign visuals
Online retailers
Online retailers are ecommerce-first businesses that buy your products wholesale and sell them directly to consumers through their own websites. Unlike marketplaces—where you upload and manage your own listings—online retailers act as the merchant of record. They manage the customer relationship, control how your products appear on their site, and often handle fulfilment in-house or via third-party logistics.
These types of partnerships are ideal for ecommerce brands looking to scale without taking on the overhead of managing every sales channel themselves.
One example is Wolf & Badger, which focuses on independent fashion and lifestyle brands..
What they need:
- Clean, high-resolution product photography (ideally on a white or neutral background)
- Lifestyle imagery to help bring your brand to life on category or homepage placements
- Detailed product specs and descriptions, including materials, sizing, and usage instructions
- Consistent branding assets, such as logos, tone-of-voice copy, and promotional banners
💡Tip: Online retailers often run seasonal campaigns and editorial content. Make sure your marketing assets are easily accessible so they can feature your products at short notice.
Online marketplaces
Online marketplaces allow you to list products and connect with buyers, offering a flexible route to grow your brand’s reach. Unlike traditional retailers, you’re in control of uploading content, setting pricing, and often managing shipping and fulfilment yourself. This setup gives you more flexibility but also requires hands-on management.
Here are two key types of marketplaces to consider:
B2C marketplaces
Platforms such as Amazon, Etsy, and eBay let you sell directly to consumers. They’re ideal for boosting product visibility and testing new markets, but it’s important to factor in platform fees and competitive pricing pressures.
What they need:
- Optimised product listings with keyword-rich copy
- Product images with clear white backgrounds
- A+ content or enhanced brand content (Amazon)
- Customer review assets or testimonials
B2B marketplaces
Marketplaces like NuOrder or Faire are designed for wholesale. Retailers browse these platforms to discover new products and place bulk orders. For growing ecommerce brands, B2B marketplaces can be a valuable channel for expanding retail partnerships without relying solely on outbound sales efforts.
What they need:
- A polished digital line sheet or catalogue
- Product dimensions, case quantities, and wholesale pricing
- Sell sheets tailored for buyers
- Strong brand visuals to stand out in crowded categories
💡 Growth-stage tip: Many expanding brands balance direct marketplace sales with wholesale partnerships to create multiple revenue streams.
Wholesalers
Wholesalers buy your products in bulk at discounted rates and sell them on to other retailers. They act as key intermediaries, helping brands expand their reach into retail stores by facilitating the distribution process.
It’s important to make sure you have the stock and operational capacity to fulfil wholesale requests consistently. Failing to meet large orders can damage relationships and limit your opportunities for growth, especially as wholesalers rely on reliable suppliers to keep their retail partners stocked.
What they need:
- Bulk pricing tiers and minimum order quantities
- Clear packaging specs (for shipping and storage)
- High-res product and pack shots
- A consistent flow of up-to-date assets
Resellers
Resellers are typically online businesses that sell products via dropshipping or white-labelling. They don’t hold inventory themselves and often operate at volume.
Note: As your brand grows, it’s important to set clear agreements with resellers around pricing, stock availability, and how your products are presented online.
What they need:
- Ready-to-use images and product descriptions
- Product packaging shots if customisation is involved
- Digital assets that can be used at scale across platforms
Where to find and approach retail partners
If you’re looking to expand into new retail channels, here are some of the most common routes:
Local brick-and-mortar stores
Explore independent stores near your warehouse, office, or local community. These businesses can help you build local brand awareness. For example, Velvet in Brighton stocks products from local businesses like Martha Mitchell Design.
Trade shows
Trade shows are a key opportunity for ecommerce brands looking to land larger retail partners. These events bring together brands, retailers, and wholesalers in one place. From specialist food expos to lifestyle shows, there’s likely a trade event relevant to your products. Check venues like ExCel London for upcoming dates.
Marketplaces (B2B and B2C)
As we mentioned, marketplaces are a great sales channel, but they’re also a way to attract new retail partners. B2C platforms like Amazon, Etsy, and eBay help you reach a wider audience and build visibility, which can catch the attention of larger stockists. B2B marketplaces like NuOrder or Faire allow retailers to discover and order products from brands like yours, making them a useful tool for scaling wholesale partnerships without relying solely on direct outreach.
What to look for in a retail partner?
So you’ve seen all the different types of businesses you could partner with. But which one do you pick? Before you approach retail stores, here are some factors to consider to help you whittle down your choices.
Similar target audiences
You might not have the resources to partner with every retailer under the sun. In this case, opt for retailers that cater to your target audience. Take the statement eyeglasses brand, Bellinger House (one of our customers). They sit within the luxury fashion market, so you can expect to find them on high-end retailers’ websites like Roberts and Browns Opticians and Artistic Eyewear. You won’t, however, see them in mainstream stores like Specsavers.
💡Assess your product benefits to see if they align with the retailer’s exact target market. You could also check whether they’re selling similar products from your competitors—this might indicate whether your chosen store is a good fit.
A clear application process
If you’re working with small, independent retailers, they might not necessarily have set guidelines on how to set up a partnership with them. Often, these relationships are built through word of mouth, or—if they’re a growing store—they might hire merchandisers or retail buyers to hunt out brands to stock. But for bigger online retailers, look out for a straightforward and transparent signup process.
Not on the High Street is a good example of this. If you head over to the seller's FAQ section you can read about the application process and how much money you’ll need to pay upfront. They also put an emphasis on sending really clear photos to accompany your product. This is super important for any retailer—no matter how big they are. You can use a tool like Dash (that’s us) to help you collect, organise and share images with your partners. Scroll down this article to learn how to do this effectively.
A good reputation
If your brand is going to be showing up in other people’s stores and websites, you’ll want to make sure they’ve got a good reputation. A store that doesn’t treat its customers well will make you look bad— especially if consumers aren’t clear that they’re shopping on a retailer’s site. They might blame you for any bad experiences! Make sure you check out online reviews to see what customers are saying. Websites like Trustpilot and Google Reviews are a good place to start.
Where to find and approach retail stores?
We’ve already listed quite a few retailers in this post, including local stores. But there are loads more out there. Here are some places to look:
- Local brick-and-mortar stores: Check out some of the local independent stores near you. Whether that’s near your warehouse or home office, there might be some opportunities to get your products into your local community. Not only will your products benefit from the shop’s foot traffic, but once you build a good relationship, the owners might go the extra mile to promote your products. For example, Velvet, a boutique fashion and homeware store in Brighton sells products from local businesses like Martha Mitchell Design. To effectively approach retail stores to sell your product, it’s crucial to understand the retail landscape and make personal connections with buyers.
- B2B marketplaces: A B2B marketplace (or wholesale business platform) is a place for you to showcase your products to retailers. NuOrder, for example, is a digital platform where retailers can go to find and order products for their stores.
- B2C marketplaces: You might want to consider listing your products on B2C marketplaces like Amazon, Etsy and Ebay. Whilst massive corporations like Amazon might not be aligned with your brand identity (and that’s fine, you don’t have to associate with them), just bear in mind that your competitors are probably present on these sites so you might risk losing out on customers.
- Trade shows: Another place to find retailers is at a trade show. These are multi-day in-person events that often take place in major cities around the world. Brands, retailers and wholesalers attend these events in the hopes of finding new partnerships. From specialist foods and jewellery to books and baking—there’s a trade show for most industries. Take a look at ExCel London to see the range of relevant events and shows.
What to look for in a retail partner?
Once you know the different types of retailers out there, the next step is choosing the right partners to help you scale. Not every retailer will be a fit for your brand—especially as you expand into new markets or manage multiple partnerships at once. Here are the key factors to help you prioritise which retail partners to focus on as you grow.
Similar target audiences
You might not have the resources to partner with every retailer under the sun. In this case, opt for retailers that cater to your target audience. Take the statement eyeglasses brand, Bellinger House (one of Dash’s customers). They sit within the luxury fashion market, so you can expect to find them on high-end retailers’ websites like Roberts and Browns Opticians and Artistic Eyewear.
💡Growth-stage tip: Assess your product benefits to see if they align with the retailer’s exact target market. You could also check whether they’re selling similar products from your competitors—this might indicate whether your chosen store is a good fit. This can help you improve your marketing efforts because you can make the most of the retailer's experience within your category.
A clear application process
If you’re working with small, independent retailers, they might not necessarily have set guidelines on how to set up a partnership with them. Often, these relationships are built through word of mouth, or—if they’re a growing store—they might hire merchandisers or retail buyers to hunt out brands to stock. But for bigger online retailers, look out for a straightforward and transparent signup process.
Not on the High Street is a good example of this. If you head over to the seller's FAQ section you can read about the application process and how much money you’ll need to pay upfront. They also put an emphasis on sending really clear photos to accompany your product. This is important for any retailer—no matter how big they are. You can use a tool like Dash (that’s us) to help you collect, organise and share images with your partners. Scroll down this article to learn how to do this effectively.
A good reputation
If your brand is going to be showing up in other people’s stores and websites, you’ll want to make sure they’ve got a good reputation. A store that doesn’t treat its customers well will make you look bad— especially if consumers aren’t clear that they’re shopping on a retailer’s site. They might blame you for any bad experiences! Make sure you check out online reviews to see what customers are saying. Websites like Trustpilot and Google Reviews are a good place to start.
How to find the right retail buyer or contact
Once you’ve identified the retailers you want to work with, your next step is reaching the person responsible for deciding which products get stocked. This is typically a buyer, category manager, or purchasing manager—someone tasked with sourcing new products for their store, department, or online catalogue.
For larger retailers, there might even be specialist buyers assigned to specific product categories like homeware, fashion, or beauty.
Here are some practical ways to find the right contact:
Check the retailer’s website or social media
Many retailers list buying team details or application guidelines under sections like ‘Work with us,’ ‘Supplier information,’ or ‘Partner with us.’ Some brands also share team contacts on platforms like LinkedIn or through press releases.
Use online directories and platforms
You can often find buying team contacts through professional directories, LinkedIn, industry-specific databases, or trade publications.
Contact customer services
If you can’t find buyer information online, reach out to the retailer’s customer service team via phone or email. They can often direct you to the correct department or pass on your message internally.
Attend trade shows and industry events
Trade shows are a valuable way to meet buyers face-to-face. These events create opportunities to build personal relationships, which can be especially important when pitching to larger retailers where email outreach might get lost in a crowded inbox.
💡Growth-stage tip: As your partnerships scale, consider building a prospecting list with all your retail contacts, including buyers’ names, email addresses, and product categories they manage. This helps future outreach and relationship management.
6 steps for nailing your product pitch to retailers
Once you’ve found the retailers you want to work with, it’s time to send them a pitch. Creating a compelling pitch is crucial, as you often have only a few minutes to capture the buyer’s attention and make a strong impression.
For independent retailers, the best approach might be to pick up the phone and speak to someone directly.
For major retailers, you’ll often find an application form on their website.
Whatever store you pick, chances are they have loads of requests for stocking products, so consider sending a short elevator pitch in an email (or in person). Here are some pointers to include.
1. Highlight how your product benefits the retailer and its customers
Retailers want to know they’re going to get a good return on investment, so make sure you highlight how your product is going to benefit them. Ask yourself:
- How does your product solve their target market’s needs?
- What’s your unique value proposition?
- Does your product’s price point match similar items in the retailer’s catalogue?
- What success have you seen with other retail partners?
- How can your current sales figures demonstrate demand for your product?
To give you an example, here’s a product page from the online retail store Clove and Creek. They’re a lifestyle and concept store selling simplistic and modern items for the home and garden. If you browse their website, you can see products from lots of different lifestyle brands. Prices differ depending on the type of product, but the key thing for Clove and Creek is quality.
2. Send clear, high-quality product images
Product photos are vital to your pitch. The retail owner or manager needs to see what your product looks like. And showing them off in the best light will give you a better chance of getting your products into stores.
Pick images that show your product off in different angles, colours and sizes (if applicable). Not on the High Street suggests:
“Well-lit photography maximises sales for our Partners. In our experience, images of products on mannequins or with black backgrounds do not work as well.”
And instead of attaching big files to an email, or setting up a massive WeTransfer, use Dash for a quick and easy way to share your images.
Dash is a digital asset management (DAM) tool that lets you find, manage and share your visual content. It’s a super important tool for ecommerce brands who need to get product images and videos out to their channels, fast.
👉 You can read up about why ecommerce brands need a DAM.
To share product images during your pitch, you can collate everything into a Dash collection and share via URL. When a retailer opens your link, they’ll get a nicely branded view of your assets. (Once you secure a new partnership with a retailer, you can also use Dash portals to let your partners self-serve their own assets. But more on that later.)
Here’s what a collection looks like in a Dash we created for our demo brand, Planto.
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💡Remember to also send pictures of your product packaging. Brick-and-mortar retailers in particular need to know what your products will look like on their store shelves, as well as on their website.
3. Decide your price per unit
Everyone wants to make a profit. Your retailer will want the best possible return on investment. And you need to cover your manufacturing and shipping costs, whilst still making money. So make sure you state your price per unit and what a minimum order should be. It’s not cost-effective to send out small deliveries of your products to every retail partner, so consider a minimum order value (that could be a minimum spend or a minimum number of items in a shipment).
4. Create a product sell sheet
If you’re sending lots of product pitches to loads of retailers (either in-store or online) it might be worth creating a product sell sheet. This is a one or two-page document that contains all the information we’ve already covered, along with detailed product descriptions and specifications like dimensions, ingredients or chemicals contained in your product. A well-prepared sell sheet also helps you respond to wholesale requests from interested retailers, making sure you are ready to manage increased demand.
We've done some of the hard work for you! Grab some free product sales sheets in Canva. 👇
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5. Send product samples
If you're going into a physical store or you have a contact for the person dealing with merchandise, why not offer the store owner a sample of your product? This way they'll get to touch or taste your product in real life (which is essential if you sell food products). They'll even get to see how your product packaging will complement the other wares on their shelves.
6. Lean on customer testimonials
Lean on customer testimonials to show retailers that your products already have traction with real buyers and to support your claims of current sales and product demand. Highlight reviews that speak to specific product benefits—such as quality, durability, or unique features—that align with what the retailer’s audience values. Including quotes, ratings, or even short case studies from happy customers can help build trust and make your product pitch more persuasive.
How to manage your retail partners at scale (and pitfalls to avoid)
When your ecommerce brand is growing fast, managing retail partnerships gets more complex. It’s not just about landing new stockists—it’s about keeping all your retail partners supplied with the right assets, product information, and updates while protecting your brand identity at scale.
This is where many brands hit friction. Without clear processes and tools in place, things like sending the right product images, updating marketing materials, or sharing new pricing details can turn into a bottleneck. But don’t worry, we’ve got you.
Here’s how to handle retail partnerships as your business grows—and how Dash helps you do it smoothly.
Keep retail partners supplier with the right assets
Your retail partners need up-to-date images, product descriptions, pricing details, and brand guidelines to successfully promote and sell your products. The more partners you work with, the harder this becomes to manage manually.
With Dash portals, you can:
- Create separate portals for different retail partners, controlling exactly what each one sees.
- Let partners browse, search, and download assets on demand—without needing access to your full Dash account.
- Update portals whenever you have new products, photography, or marketing materials—no messy email chains or expired file transfers required.
💡 Example: Haws uses Dash portals to share lifestyle and product photography with over 100 retailers worldwide, tailoring portal permissions depending on the partner’s size or needs.
Protect brand consistency across your retail network
When your products show up across multiple retailer websites, social channels, and physical stores, keeping everything consistent is key to protecting your brand reputation. That means:
- Making sure every retailer uses approved logos, fonts, imagery, and product information.
- Avoiding outdated product images or mismatched descriptions that could confuse customers.
With Dash, you can:
- Centralise all your visual content in one place.
- Control access with portal permissions.
- Keep an updated brand guidelines folder so retailers always have approved content on hand
Organise and optimise your best content for retail and marketing
Dash isn’t just for sharing assets,it’s your hub for organising all your ecommerce visual content. As your product range grows and marketing campaigns multiply, Dash helps you:
- Quickly search for images using AI-generated tags.
- Drop product images straight into your Shopify store and CMS
- Resize images automatically for social platforms.
- Collect user-generated content from creators via guest upload links—perfect for keeping marketing fresh as you expand.
- Track content performance using custom fields so you know which images and videos resonate best across channels.
💡 Tip: For scaling brands, this saves serious time and prevents costly mistakes—like sending retailers the wrong product shot or using outdated packaging imagery.
Keep communication strong as you scale retail partnerships
As your retail partnerships grow, maintaining clear and consistent communication becomes even more important. A solid communication process helps build trust, prevent misunderstandings, and keeps things running smoothly—especially when you’re working with multiple partners at once.
Here are some key things to focus on:
- Respond promptly to emails and calls
Timely responses show your retail partners that you value the relationship and are committed to supporting them. Even if you don’t have an immediate answer, acknowledging their message can go a long way. - Provide regular product and marketing updates
Make sure your partners know about any new products, changes to availability, updated pricing, or fresh marketing materials. This keeps your products top of mind and ensures everything stays accurate on their end. - Create feedback loops
Encourage your partners to share insights about what’s selling well, what customers are saying, or what challenges they’re facing. This two-way feedback can help you refine both your product offering and the support you provide. - Offer training and product demonstrations
As your catalogue grows, your partners might need help getting up to speed. Providing simple guides, demo videos, or short training sessions can make it easier for them to confidently promote your products.
💡 To make things easier, use Dash portals to give your retail partners direct access to the latest assets and product information, so you don’t have to keep sending files manually or risk someone using outdated content. It’s an efficient way to keep everyone on the same page without adding to your workload.
The key to growing your retail partners without the workload
There you have it: a complete guide to getting your product into stores. 🙌
Some of the most important things to remember are:
- Find retailers who align with your brand and audience
- Clearly highlight how your products will benefit your chosen retailers
- Maintain a good working relationship by giving your retailers access to your latest product and marketing assets
If you’d like to find out more about how Dash helps brands manage their retail partners, take a look at some of our customers:
- Mountain Equipment uses Dash to serve over 900 retailers worldwide. As retail partnerships are their biggest revenue driver, it’s essential they maintain strong relationships and ensure their products stand out against competitors.
- Haws uses Dash to create personalised portals for their retail partners across the world. Each retailer gets varying access depending on what content they need. It means they only need to see what’s most relevant to them.
- BrewDog’s Dash plays a key role in managing assets across their network of retailers. For beverage brands especially, different countries often require different product information and compliance details. Dash makes it easy for their team to organise and categorise assets by region, ensuring each retailer has exactly what they need
And if you want to give Dash a try yourself, sign up for a 14-day free trial—no strings attached.
Amy Burchill is the SEO and Content Manager for Dash. She works with ecommerce experts to create articles for DTC brands wanting to improve their campaigns.
