We imagine, some time ago you were just looking for a candle scent supplier. Fast forward to today, and you've transformed that initial spark into a thriving candle business. Now, what’s next? 

As your brand gains momentum, retail is the next step.  In this quick guide, we put together strategies on how to win more hearts and get people to love and sell your creations.

1. Start with the obvious: reach local collaborators

You want those products to go from your production space to the shelves. What better place to do that than with your local shops?  What you’re looking for are stores that will gain mutual benefits from having your products sitting next to theirs. 

Find shops that align with your market, candle aesthetic and price points. Potential leads include:

• Shops that offer product lines (not candles!) with the same aesthetics or vibes as candles.
• Artisan stores that sell handcrafted products.
• Brands with products that complement yours. For example, gift shops and souvenir stores.
• Service places where candles are easy to cross-sell such as spas, salons, and cafes.
• Books and candles are match-made in heaven, so try reaching out to local bookshops. 
• If you’re selling themed candles, look into local shops with similar themes as yours. 

Where to get started? Search online for local business directories in your towns and places nearby. 

2. Explore other creator’s stockist

Find websites of handmade goods creators and look for their stockist page. Those businesses on the list will likely appreciate your handmade products 

Our suggestion is to not do your research on your competitor's websites. Those stockists will likely decline your pitch as they already have suppliers. You are looking into brands that complement your product range. 

Picture this: how will your product look when they’re displayed next to that specific store’s products? If you think you can offer a mutual business benefit to that store, then that is a good lead. 

3. Find retailers on social media.

Sure, you can use your social channels to reach out to your potential retailers but you can also use them for people to find you. Think of your social channels as your product portfolio. 

Have them curated and well-organized and don’t forget to add obvious call-to-action. For instance, something between the lines of “contact us for retail enquiries” or “we offer special discounts for retailers, contact us.”

4. Join trade fairs and farmers' markets.

If you want to build a network and connection with more clients and potential business partners, farmers markets allow you to do these in a more personal setting. There, you’ll find a handful of artisans who are keen to know craftsmakers like yourself. 

If you have the budget for shipping, travel, booth builds and staffing, then you may consider showcasing your product line at a trade fair. Trade fairs are where you will find business owners looking for potential brand partnerships. 

You should also join events where people share the same passion as you. Don't limit this to real-life events. There are plenty of online get-togethers and business networking events. 

5. Don’t miss having your website

A website is not only a place to sell directly to your customers but it showcases that you mean business. When you have a website, it makes it easy for potential partners to browse your product line and understand more about your retail model. 

Pro tip: create a landing page specifically for potential retailers. Make sure this page is easy to access on your website. Ideally, place the page on your website’s main menu and footer area. 

Are you ready?

It’s time to elevate your business. 

Gone are the days when you’re Googling “fragrance oil suppliers”. You’ve come so far and it’s time to build your network and connect with collaborators. Prepare your proposals, pitch deck, line sheet and catalog and be ready to win your first retail deal.