Faire - the practical guide.

Faire is a B2B wholesale marketplace connecting independent brands with hundreds of thousands of retailers across Europe and North America. It standardises the messy wholesale process: brands list line sheets, retailers order with net-60 payment terms and free returns on first orders, and Faire takes a commission. It's become the default wholesale channel for indie consumer brands.

Independent consumer brands - food, beauty, home, stationery, kids, apparel, jewellery - selling wholesale to boutiques, gift shops and independent retailers. Also for retailers wanting to discover and reorder from indie brands without 50 different supplier portals. Not a fit for direct-to-consumer-only brands or for brands selling primarily to big-box retailers.

Free to join for brands. Commission is 25% on first orders from a new retailer (which Faire keeps as long as that retailer keeps ordering through them) and 15% on reorders. Retailers get net-60 terms and free first-order returns at Faire's expense. Brand-acquired customers (where you bring an existing retailer) reduce commission to 0% on first order, then 15% reorders.

Right for consumer brands wanting efficient access to thousands of independent retailers, with payment terms and returns risk handled. Wrong fit when you sell mainly DTC, or when your wholesale model is built around large chain retailers and bespoke buying processes.

Commission structure means Faire effectively owns the retailer relationship for new accounts forever - move retailers you've sourced yourself onto your own portal where possible. Free returns on first orders incentivise speculative ordering, which can spike your reverse logistics. Discounting pressure on Faire is heavier than on traditional wholesale.