The Wholesale Playbook

The Wholesale Playbook™ is your complete step-by-step guide to entering and growing in wholesale.

If you've ever Googled "how to get my brand into stores," "how to calculate wholesale pricing and margins," or "how to present to boutique buyers without getting ghosted—this is for you.

Landing your brand in retailers like Nordstrom, Macy's, Dillard's, Urban Outfitters, or trend boutiques like KITH and Undefeated is just the beginning—and tackling digital giants like Amazon is an entirely different beast. What matters most is the preparation that happens before and during those early stages, the part even the largest brands overlook. It's what determines whether you succeed or struggle in wholesale.

After 20 years in the industry, working with top global brands like adidas, Converse, Lacoste and JanSport, I've watched it happen over and over: Brands enter wholesale unprepared. They grow without systems. They lack processes. They sell without strategy. They lack the tools to sell effectively. Even the biggest global brands get it wrong.

This playbook exists to change that.

It's the resource I wish every brand had — 150 pages across 16 sections that simplify wholesale and show you exactly how to navigate each stage. This isn’t theory from someone who’s never been in the trenches. It’s a real-world guide built from two decades of working with brands like adidas, Converse, Lacoste, JanSport and Reef seeing what works, what doesn’t, and what even the largest global brands overlook.

Key areas covered:

• Wholesale Pricing & Profitability

• Channel Strategy & Product Merchandising

• Assortment Planning

• Sales Tools & Sell-In Presentations

• How to Get Buyer Meetings

• New Account Process

• Amazon Strategy

• Sales Reporting & Retail Math

• Wholesale Operations

• Trade Shows

This playbook is for you if:

✓ You're a new or emerging brand and don't know where to start
✓ You've been in wholesale for a few seasons but know there's a better way
✓ You're tired of the frustration of asking "How do we do this?" and finding no clear answers

Whether you're launching your first collection or already have retail accounts, this is the guide I wish every brand had. The wins, the misses, the moments when you know there's a better way but no one shows you how to get there.