Breaking into a new market through wholesale is partly a sales problem and partly an operations problem.
A retailer might like the product but still hesitate if placing an opening order means unfamiliar import paperwork, international bank transfers, uncertain delivery charges or weeks of waiting for replenishment.
The opportunity is to make buying from your brand feel like buying from a reliable local supplier.
Start with a narrow retailer profile
Rather than approaching every store in Europe, choose a customer type and one or two markets. Consider:
- Product category and retail price point.
- Adjacent brands the retailer already stocks.
- Customer profile and store positioning.
- Expected opening-order size.
- Whether the retailer has the space and cash to take the required minimum order.
A focused list of 50 suitable shops is worth more than an untargeted list of 1,000.
Design the opening order around retailer risk
New wholesale brands often demand an opening order that makes sense for the supplier but not for the retailer.
Consider a clear starter assortment, transparent wholesale prices, delivery terms, realistic minimums and a simple reorder process. A sample pack can help when the product needs to be handled or examined before purchase.
Discounts are not the only way to improve conversion. Removing uncertainty can be equally important.
Decide how the retailer will import
If the retailer orders directly from your overseas warehouse, make the Incoterms and import responsibilities clear. A customer may not want to become importer and manage customs declarations.
If goods are already in a local warehouse, the retailer may be able to buy under a domestic or intra-EU wholesale arrangement. This can simplify ordering, though the supplier and stockholding still have their own tax and compliance obligations.
The agreement should identify the legal seller, importer and party responsible for consumer-facing product compliance.
Replenishment often matters more than the first sale
The real value of a wholesale relationship is repeat ordering. Your fulfilment model should make it easy for stockists to reorder at modest quantities without an unpredictable cross-border process each time.
Measure:
- Retailers contacted and qualified.
- Sample requests and first purchase orders.
- Average time to first order.
- Rate of second orders.
- Wholesale contribution margin after fulfilment.
A brand can have strong opening-order conversion but poor economics if retailers never reorder.
A shared distributor and 3PL model
One operating partner could coordinate wholesale invoicing, local stock, replenishment, returns and retailer communications. That may allow a non-European brand to test wholesale demand without immediately hiring a European sales and operations team.
However, where the partner is the actual seller or importer, contracts and tax arrangements need to reflect that substance. A nominal invoice alone is not a substitute for a real distribution structure.
The question to ask is simple: What has to happen before a local retailer feels comfortable placing a second order? Build the market-entry model around that answer.
Related guide
General operational information, not legal, tax or customs advice. Requirements depend on the product, seller, destination and date. Check official guidance and seek qualified advice for your specific setup.