The Path to Wholesale with Therese Oertenblad

For many Etsy sellers, the idea of expanding into wholesale can feel like a daunting leap. The thought of selling in bulk, dealing with retail buyers, and structuring pricing might seem overwhelming. However, as Therese Oertenblad from Small Business Collaborative explains in our latest Etsy Seller Success Podcast episode, wholesale can be a game-changer in growing a sustainable and resilient business.

In this episode, we’ll break down Therese’s key insights on how Etsy sellers can effectively transition into wholesale, what to expect, and how to navigate the process successfully.

Meet Therese Oertenblad: From Retail Sales to Wholesale Expert

Therese’s journey into wholesale was not a straight path. With a background in fashion and textile design, she originally planned to work in costume design. However, she eventually found herself in the home and gift industry in a sales role. After years of working with retailers and observing independent brands struggle with wholesale pricing and strategy, she decided to start Small Business Collaborative, a consultancy aimed at helping small businesses succeed in wholesale.

Are You Ready for Wholesale?

One of the biggest misconceptions about wholesale, according to Therese, is that it requires producing thousands of units at a time. The truth is, many Etsy sellers are more ready for wholesale than they realize.

Signs That You’re Ready for Wholesale:

• You are already making consistent sales on Etsy, which means you’ve validated your product in the market.
• Your pricing allows room for wholesale margins.
• You are open to adjusting your product offerings for wholesale (e.g., limiting personalized items).
• You’re ready to build long-term relationships with retail buyers.

If you check most of these boxes, you may be ready to take the next step!

How to Choose the Right Products for Wholesale

Not every product you sell on Etsy will be suitable for wholesale. Personalized and low-margin products, for example, might not work for retail settings. Therese recommends curating a collection that is easy to reproduce, scalable, and profitable at wholesale pricing.

Tips for Selecting Your Wholesale Line:

• Avoid ultra-low-margin items: Retailers expect to purchase at around 50% of the retail price.
• Consider packaging efficiency: Simplified, bulk-friendly packaging can lower costs.
• Test smaller quantities: Start with independent retailers before approaching large stores.

Where to Find Wholesale Buyers

Once you have a wholesale-ready collection, the next challenge is finding retailers to sell to. Therese suggests starting locally, as independent stores often love to support local makers.

Strategies to Find Retail Buyers:

1. Visit Local Independent Stores: Introduce yourself and your products in person. If it’s a quiet time, ask if they’d be open to checking out samples.
2. Research Online and on Social Media: Look at other brands in your niche and see where they are stocked.
3. Utilize Wholesale Marketplaces: Platforms like Faire.com offer exposure to retail buyers.
4. Email Pitching: Cold emailing still works! Personalize each pitch and follow up consistently.
5. Instagram DMs: Many independent store owners manage their own Instagram accounts, making it an effective outreach method.

The Importance of Follow-Up in Wholesale Sales

Therese highlights a critical aspect of wholesale success: persistence. Most sales happen after multiple follow-ups. If a retailer doesn’t respond to your first email, don’t give up—follow up through emails, calls, or even social media messages.

Key Follow-Up Tips:

• Expect to reach out at least six times before closing a sale.
• Use multiple channels (email, Instagram, calls).
• Remind them of your products and how they fit their store’s customer base.
• Keep your emails friendly and value-driven rather than pushy.

Pricing for Wholesale: What to Expect

Pricing is often the trickiest part of wholesale. Retailers typically expect at least a 50% discount off your retail price (keystone pricing).

Example:

• If you sell a candle for $30 on Etsy, a retailer will likely expect to buy it for $15 wholesale.
• If your production cost is $12, your profit margin is very slim at $3 per unit.
• To make wholesale work, you may need to adjust your production costs, buy materials in bulk, or create exclusive wholesale sizes.

Therese suggests looking at the long-term benefits—once you scale and buy materials in bulk, your costs per unit can drop significantly.

Success Stories: Real Brands Making Wholesale Work

Therese has worked with numerous product-based businesses that successfully expanded into wholesale. One recent client started with zero stockists and, within a year, grew to 30+ wholesale accounts, including museum gift shops and well-known retailers in New York.

The key? Consistency, strategic outreach, and persistence.

Getting Started with Wholesale: Next Steps

If you’re ready to explore wholesale, here’s how to begin:

1. Refine Your Wholesale Collection: Choose products with strong margins and high scalability.
2. Set Up Pricing & Line Sheets: Create clear wholesale pricing and a professional catalog.
3. Identify Potential Buyers: Research stores that align with your brand.
4. Reach Out & Follow Up: Use email, social media, and in-person visits to build relationships.
5. Consider Wholesale Marketplaces: Platforms like Faire.com can provide additional exposure.

Learn More from Therese Oertenblad

Therese offers a free wholesale masterclass and an online course for product-based businesses looking to scale into wholesale. If you’re serious about growing your brand, check out her website at SmallBusinessCollaborative.co.uk or connect with her on Instagram at @Small_Business_Collaborative.

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Expanding into wholesale can provide more stability, brand awareness, and growth opportunities for your Etsy business. By following these expert insights from Therese, you’ll be well on your way to securing wholesale accounts and building a thriving product business.

Are you thinking about getting into wholesale? Drop a comment below or share your experiences with us!