Wholesale Catalog

GATE: Confirm product list, pricing, and MOQs before building the catalog.

Phase 2: Catalog Structure

Catalog Layout

## [Brand Name] Wholesale Catalog — [Season/Year]

### Table of Contents
1. Brand Story & Values
2. Product Lines
3. Pricing & MOQs
4. Ordering Information
5. Shipping & Terms
6. Contact

Brand Introduction (1 paragraph)

Write a concise brand story that answers:

• What do you make and why?
• Who is your end customer?
• What makes your products sell well at retail?
• Include any notable press, awards, or retail partnerships

Product Listing Format

For each product:

### [Product Name]
**SKU:** [SKU number]
**MSRP:** $XX.XX
**Wholesale:** $XX.XX (XX% margin for retailer)
**MOQ:** XX units
**Available variants:** [Colors, sizes, flavors]
**Dimensions/Weight:** [For shipping calculations]
**Key selling points:** [2-3 bullet points for the retailer's sales staff]
**Bestseller status:** [Yes/No — call out top performers]

Phase 3: Pricing & Terms

Tiered Pricing Table

## Wholesale Pricing Tiers

| Order Size | Discount off MSRP | Retailer Margin |
|-----------|-------------------|----------------|
| 12-47 units | 50% | 50% |
| 48-99 units | 55% | 55% |
| 100+ units | 60% | 60% |

**Opening order minimum:** $200
**Reorder minimum:** $100
**Payment terms:** Net 30 (after credit approval) or prepay via credit card

Terms & Policies

Include these sections:

• Payment terms — Net 30, COD, prepay options
• Shipping — who pays, estimated costs, carrier preferences
• Damages & returns — defective product policy, no returns on undamaged goods
• MAP policy — Minimum Advertised Price requirements, if applicable
• Exclusivity — territorial or online exclusivity terms, if offered

Phase 4: Ordering & Delivery

Order Form Template

## Wholesale Order Form

**Retailer name:** _______________
**Contact name:** _______________
**Email:** _______________
**Shipping address:** _______________
**Tax ID / Resale certificate #:** _______________

| SKU | Product | Variant | Qty | Unit Price | Line Total |
|-----|---------|---------|-----|-----------|------------|
| | | | | | |

**Subtotal:** ___
**Shipping:** ___
**Total:** ___

**Payment method:** [ ] Net 30  [ ] Credit Card  [ ] Prepay

Delivery Information

• Standard lead time for wholesale orders
• Rush order availability and surcharges
• Shipping carrier and method options
• Drop-shipping availability (if offered)

Sell Sheet (One-Pager)

Create a condensed one-page sell sheet for trade shows and sales calls:

• Hero product image
• Top 3-5 SKUs with wholesale pricing
• Key brand differentiators
• QR code linking to full catalog or ordering portal
• Contact information

Anti-Patterns

• Consumer-focused descriptions — retailers do not care about the emotional unboxing experience. They care about margins, sell-through, and reorder rates.
• No MSRP listed — retailers need to see their margin at a glance. Always show both wholesale and suggested retail.
• Hidden MOQs — burying minimums in fine print wastes everyone's time. State them clearly upfront.
• No product photos — wholesale buyers still need to see what they are buying. Include clean product shots.
• Overly complex ordering — if placing an order requires a phone call and three forms, you will lose buyers. Make it simple.

Recovery

• Retailer pushback on pricing: Show the margin math. If 50% margin is not enough, explore volume tiers or exclusive product bundles.
• No wholesale experience: Start with a simple PDF catalog and direct ordering via email. Upgrade to an online portal as volume grows.
• Products not suited for wholesale: Not every product works at wholesale margins. If your COGS is too high for 50% off MSRP, consider a wholesale-specific product line.
• Low initial orders: Offer a risk-free trial — smaller opening order with easy reorder process. Lower the barrier to the first purchase.
• Retailer wants exclusivity: Consider territorial exclusivity in exchange for minimum annual purchase commitments.