A Note to Makers Considering Wholesale During the COVID-19 Pandemic
A note from Emily, Wholesale In a Box’s founder, during the COVID-19 Pandemic (as of 4/10/20):
First, I hope that you are staying healthy — mentally, physically, emotionally, and financially. Many of you are facing closed markets, drops in wholesale orders, revenue hits, and overall uncertainty in your businesses. Others have increased or maintained sales, but are facing supply, shipping, or production issues. Still others are just starting your business journey and feeling unsure how to proceed. Whatever the specifics of what you are facing, it is true that there is both a crisis and an opportunity in all of this — but the stress and sadness are very real.
As you probably know, Etan and I started Wholesale In a Box 5 years ago at our kitchen table. Our only intention has always been to help makers do the work they love, sustainably. We’ve helped hundreds of makers grow their wholesale business, which is so meaningful to us. But the truth is that many of the parameters of what we do have changed overnight. Most store owners — who are pillars of our local communities and the foundation of many makers’ businesses — are struggling in profound ways, as their storefronts have closed due to social distancing. Many are pursuing online sales but the wholesale landscape has changed dramatically, even if temporarily. And we want to really face that reality and do whatever we can to support makers within that.
If we knew exactly when the pandemic would end, if we knew exactly when stores would open again, it would make it easier to recommend a course of action. None of us know but we have to find a way forward within that — and we’re seeing makers chart that course in many different ways:
Some are pausing on outreach completely, but working on planting seeds for wholesale in the future. They are working on their outreach materials, using our coaching to help them refine their line sheet or wholesale website or other materials.
Some makers are doing some thoughtful outreach to stores, but in a new way — focusing on how they can support stores with closed storefronts or with offerings (like kits or home goods) that make sense right now.
Other makers are focusing on bolstering relationships with their existing stockists — offering things to make their lives easier, special terms, or creative copromotion.
And of course some makers are deciding to shift away from wholesale altogether.
Many makers have asked us, “Should I be doing wholesale outreach? Should I be working on wholesale at all right now?”
And I’m honored that you trust us to answer that question. The truth is that there is no one right answer. Each maker’s situation is unique, due to your product, price range, and geographic location. And each of us has a different theory about how the next several months will unfold. So I share these thoughts to give you a bit of context if you’re mulling over what to do about wholesale and whether to sign up for Wholesale In a Box. You’re probably seeing that overall, my answer is, “It depends.” But I hope that this letter gives you some things to put in the mix as you think it over.
We are here to support you with whatever strategy you choose — whether that means:
Helping you connect with new stores in a thoughtful and creative way with our regular Wholesale In a Box subscription. This likely makes the most sense for makers who are selling something that stores can easily promote in their online shops (perhaps more affordable items, kits, or other Stay at Home no-brainers) or makers who are able to provide terms, dropshipping, or other special supports for store owners.
Supporting you in connecting with current stockists — or coaching you on your outreach materials, wholesale website, or line sheet — with our $49/month Cultivate plan. This is primarily a good option for makers who were already with Wholesale In a Box before coronavirus hit.
Guiding you with free resources in our Wholesale Pro Training Center, through our Grow Your Wholesale email course, or on our blog. This is a good option for many folks! You may be using this time to rework and improve your wholesale approach and we do have a lot of free tools available for you.
Rooting you on as you move away from wholesale (and Wholesale In a Box) for the time being. This is a tough decision to make, but may allow you to focus more attention on avenues that feel more fruitful.
Whatever you decide, make sure you’re on our mailing list so we can update you as things with retail evolve.
AND — If you’re looking for more stories and inspiration of how other makers and stores are approaching things right now, we started a podcast with stories of how makers are growing business in lean times: it’s called Making Do. You can find it on Apple Podcasts, Stitcher, and all the other podcast apps.
I do want to say, as I often do, that makers so important to our country and communities. You bring meaning and intentionality to the things we use every day and you are an incredible source of innovation, hiring, and stability in our economy and on our main streets. I know we’ll make it though this, if we work together and if we keep our minds open to the right ways forward. As always, we’re also here to talk over your strategy if you need help thinking it through. Just drop us a line at team@wholesaleinabox.com and we’ll get back to you within 1 day.
Wishing you wisdom and success, even in the challenges,
- Emily, Wholesale In a Box Founder