Mastering Candle Wholesale: Steps to Get into Your Dream Stores

Welcome, everyone! I'm Sabastian Garsnett, and I’m thrilled to share the journey of growing our candle business from the ground up. We launched Garsnett Beacon Candle Company on February 26, 2020, and in just three years, we’ve scaled from selling candles online to establishing a thriving wholesale business. If you're ready to take the leap into wholesale, let’s dive into the essential strategies that can help you land those dream retail accounts!

Transitioning to Wholesale

When we started, we quickly realized that wholesaling was a vital step for growth. Initially, we sold candles to friends and family, but due to the lack of local markets in Michigan during winter, we dove straight into wholesale. This leap was daunting; however, it paved the way for our future success.

Market Season and Opening a Storefront

After a few months of wholesaling, we entered market season in April and May. By August 1st, we opened our storefront! This rapid progression was fueled by our desire to expand and connect with customers directly. If you’re in a similar position, consider how quickly you can grow once you find your footing in the wholesale arena.

Benefits of Joining the Inner Circle

Many of you here tonight are part of our Inner Circle membership, where we provide invaluable resources and weekly office hours. Just two weeks ago, we held a workshop focused on SEO, and members like Gina experienced an astounding 833% increase in traffic to their sites by implementing what they learned! This is just one of the many benefits of being part of our community.

Understanding SEO and Its Importance

SEO is crucial not just for getting traffic to your site but also for establishing credibility. Your website needs to be well-structured and visually appealing to attract retailers. If you’re not investing time in SEO, now is the time to start. A well-optimized site will enhance your chances of getting noticed by potential buyers.

Pros of Wholesale

Now, let’s talk about the pros of entering the wholesale market:

• Flexible Work Environment: You can start wholesaling from home without a storefront, allowing you to work around your schedule.
• Scalability: You can start small and grow your wholesale business at your own pace.
• Seasonal Adaptability: You can adjust your wholesale efforts based on the time of year and your production capacity.

Cons of Wholesale

However, it’s essential to understand the cons as well:

• Slow Start: It may take time to establish a foundation and build relationships with retailers.
• Initial Investment: You need to ensure your website and product photography are top-notch before reaching out to retailers.
• Target Audience Clarity: You need to have a clear understanding of who your target audience is to effectively market your candles.

My Wholesale Pricing Strategy

Pricing is a critical part of your wholesale strategy. For example, if your retail price is $26, your wholesale price should be around $13, keeping in mind that retailers usually want to pay about 50% of your retail price. This approach ensures that you can maintain profitability while also being attractive to retailers.

Overcoming Perfectionism

It’s common to feel the need for perfection before launching your wholesale efforts. However, waiting for everything to be perfect can hold you back. Focus on getting your candles out there and improving as you go. Remember, customers often don’t notice the small imperfections that we stress over.

Building a Strong Online Presence

Having a solid online presence is essential for attracting retailers. Your website should showcase your products clearly, with high-quality images and informative descriptions. Retailers want to see exactly what they’re buying, so invest in good photography that highlights the unique features of your candles.

Nurturing Wholesale Relationships

Building long-lasting relationships with your retail partners is key to success in wholesale. It’s essential to communicate effectively and follow up regularly. You may need to reach out multiple times before getting a response, so don’t be discouraged. Persistence pays off!

Creating an Effective Wholesale Catalog

Your wholesale catalog is a crucial tool in your outreach efforts. It should be visually appealing, clearly organized, and contain all necessary information, including product descriptions, pricing, and terms. This will help retailers make informed decisions when considering your candles.

Personalizing Your Outreach

When reaching out to retailers, personalize your communication. Reference something specific about their store or products to show that you’ve done your research. This connection can make a big difference in whether they decide to carry your candles.

Showcasing Your Products to Buyers

When showcasing your products, highlight their unique qualities and how they fit into the retailer's existing offerings. Use testimonials and social proof to build credibility. Retailers want to know that your candles are not just another product—they want to see that they will sell!

Leveraging Social Proof & Reviews

Positive reviews and testimonials can significantly influence a retailer's decision to carry your products. Encourage customers to leave reviews and share their experiences. This social proof can help you stand out in a competitive market.

Transparency in Wholesale Pricing

Be transparent about your pricing structure. Retailers appreciate knowing what to expect, and this builds trust in your brand. Clearly outline your wholesale terms, including minimum order quantities and payment expectations.

Email Templates & Follow-Up Strategies

Having email templates ready for outreach can save you time and ensure you’re consistently communicating your value proposition. Remember to follow up regularly, as most of your wholesale accounts may not respond to your first email.

Final Thoughts on Wholesale Success

Taking the leap into the wholesale market is a significant step for your candle business. By implementing the strategies discussed today—building relationships, creating a solid catalog, and maintaining transparency—you'll be well on your way to establishing a successful wholesale operation.

For those looking for structured support, consider joining our Inner Circle membership, where we offer resources and community support tailored to help you thrive in the wholesale market. Let's grow our businesses together!