Wholesale has the potential to take your business to the next level. But if your business and products aren’t yet wholesale ready, it can be a disappointing process that takes the shine off the experience.
At Unique Health Products, we have 25 years of wholesale distribution experience behind us. We have helped countless natural, organic, fair trade and eco-friendly businesses skyrocket their growth. And we know a thing or two about what it takes to succeed in the world of wholesale.
For wholesale distributors like us, we look at every product as a holistic opportunity, considering warehouse space, competitors, weight, pricing and so much more. There isn’t a checklist we tick off or a formula we follow as each opportunity is reviewed for its own circumstances.
Having said that, if wholesale distribution is in your business plan, whether it’s in the short-term or the long-term, there are some important boxes that you’ll need to tick in order to get the results you’re looking for. This is simply a base… but you have to start somewhere!
KNOW YOUR INGREDIENTS
It doesn’t matter whether your product is a beauty, household cleaning or food product, you absolutely must know your ingredients and be able to substantiate any claims you make.
“For example, if you are selling a product with collagen in it, then you may not be able to claim the product is vegetarian as collagen is most commonly an animal product,” explains Anita Smith, Head of Products at Unique Health Products. “It’s also really important that you know the chain of ingredients so you can stand by the fact that your product is what it says it is.”
Further to this, what is it about your product and ingredients that stands out in what may already be a crowded and competitive market? Your key selling points are important to not only catch a distributors attention but also to catch the eye of consumers.
PAY ATTENTION TO YOUR PACKAGING
Straight up, if your product doesn’t have a barcode on it, you aren’t wholesale ready. But there are also some other considerations, or rather questions you should ask yourself to know if your packaging is going to hit the mark and ensure it is logistically warehouse ready.
- How is your product packed? How many units are in an inner? How many inners are in a master?
- Does each level of packaging have a barcode? The saleable unit, the inner/CDU/SRT, and the master case?
- What sort of shelf presence does your product have? Do you have a CDU/SRT or is it hang-sell?
- Is your product a size that will easily fit on shelves in a store?
The design of your packaging is important so that it stands out on shelves but equally important is what your packaging is made from. Today’s consumers are more sustainability-conscious than ever before so packaging that is zero-waste, compostable, recyclable or made from recycled materials is important. It’s also a good idea to call those details out to the consumer on the packaging.
UNDERSTAND YOUR POSITION IN THE MARKET
You don’t need to have the most innovative, one-of-a-kind product to succeed at securing wholesale distribution. However, you need to understand your brand and where you would like your products positioned within the market.
“If we are reviewing a product that is similar to one we already distribute, a consideration we look at is whether they speak to different audiences,” says Anita. “One may be a high-end version that appeals to a luxe consumer, while the other may have more appeal with the parent market who are looking for functional, quality and affordable products.”
Part of this is also understanding your expectations and whether they are realistic in relation to your position in the market. And if you can’t guarantee consistent manufacturing and production to align with your expectations then that may be an issue.
DEVELOP A MARKETING PLAN
Not all distributors are the same, but at Unique Health Products we believe that successful relationships are based on a partnership approach. We don’t just add your brand to our website and hope for the best. We partner with you, advocating your brand to a host of retailers across the country via a variety of different marketing strategies including: promotional deals, catalogue features, blogs, eDMs and our incredible sales force network including a team of sales reps that are on the road, actively talking to retailers about your products.
However, it is a two-sided partnership. If you already have strong brand awareness and a marketing plan, you are many steps ahead.
You’ll also need to consider the financial backing you can put behind your brand for promotional spend.
WHOLESALE DISTRIBUTION WITH UNIQUE HEALTH PRODUCTS
We are always on the lookout for new brands and products that fit with our company values. We’ve already touched on our partnership approach, but it really is so much more than that.
“We’re not box movers, we’re brand partners,” explains Anita. “We don’t just get a box in, sell it and ship it out. As a trusted industry advisor, retailers look to us for the latest trending health products. The role of our team is to find health products from Australia and around the world that people love.”
If your brand and products are natural, organic, fair trade or eco friendly and you believe you are wholesale ready, we invite you to complete our new supplier enquiry.