The Wholesale Placement Playbook

Turn your very first batch into a recurring boutique account. The complete system to land your candles on real store shelves — starting this month, not "someday."

More than 700,000 independent retailers now source from small brands, and their business model depends on carrying makers their customers haven't seen before. To a boutique, an unknown brand isn't a risk — it's the point. And the person deciding is almost always the owner, the group most likely to reply to a well-written cold email.

One good boutique account behaves like a subscription: ~100 units a year, poured in efficient batches, paid at wholesale, with no ad spend and no abandoned carts.

Inside The Wholesale Placement Playbook:

- The 8-Second Line Sheet — the exact document buyers scan before deciding, with a fully filled template (Harbor & Pine sample) and a build checklist so yours outperforms most of what lands in a buyer's inbox

- The Pricing Formula — True Cost × 2 = Wholesale, × 4 = Retail. Worked example with every cost line (wax, oil, wick, vessel, labor, overhead) so your margin survives a busy season

- Minimums That Scale — the 6 / 12 / 24 / 48 tier system that protects price integrity while removing buyer hesitation

- The Discount Reply, Word for Word — how to defend your wholesale price without losing the account (trade shipping, units, or timing — never margin)

- 4 Cold-Pitch Email Scripts — Local Introduction, Seasonal Collection, Warm Reintroduction, and Referral Approach. Fill-in-the-blank, ready to send

- The 6 Objections You Will Hear — every real buyer sentence, answered word for word, with the reasoning behind why each answer works

- The 90-Day Follow-Up Cadence — D+7, D+30, D+60, D+90 touchpoints that turn a first order into a standing one

- The Lateral Referral System — how one shop becomes three, three become nine

Instant download. Editable scripts, printable line sheet template, and pricing worksheet included.