Wholesale Domination for DTC Women’s Apparel Brands

Delfina Wholesale Strategy

 

 

Note: We have been executing this strategy for years, we do foundational work with brands while they have zero retail presence. We do this work before we ever pitch a single store. I did not include any of that here, email us for help. 


1. Overview & Mindset



Wholesale is not a side channel — it’s a profit engine that can fund brand awareness, de-risk DTC spend, and create predictable cash flow. The goal is to strategically build the right retail footprint: boutiques, majors, and key e-commerce accounts that reinforce brand positioning and protect margin.


Success means treating wholesale as a long-term relationship business — with a plan that maps where we want to be, who we want to partner with, and how we get there.





2. Market Mapping & Data-Driven Targeting




Define Ideal Retailer Profile



  • Tier 1 Boutiques – Top 200 independents by region (NYC, LA, Miami, Dallas, Chicago).
  • Regional Chains – 5–50 door players with loyal customer bases.
  • Department Stores – Bloomingdale’s, Nordstrom, Saks (selective door rollouts).
  • E-comm Majors – Revolve, Shopbop, Carbon38.
  • Lifestyle Partners – Concept stores, hotel boutiques, resort shops.




Data Collection



  • Pull top stores lists by state and region from FashionGo, Joor, NuOrder, and regional market directories.
  • Compile sell-through & open-to-buy intel from showrooms, sales reps, and peer brands.
  • Segment stores by:
    • AOV alignment (do they sell $80–$150 tees?)
    • Brand mix (are they already carrying high-quality basics?)
    • Geographic influence (fashion coastal cities first, then expand inward).



Deliverable: Retail Heat Map — visual of target doors by priority, colored by opportunity size.





3. Go-to-Market Model




Showrooms



  • When to Use: Launch phase, rapid distribution, access to buyer networks.
  • Best Fit: Regional showrooms in LA & NYC with strong contemporary track record.
  • Structure: 10–15% commission; evaluate 6-month contracts with sell-through minimums.




Independent Reps



  • When to Use: Deep penetration in local territories (Southeast, Midwest).
  • Strength: Personal relationships; weekly visits; trusted by boutiques.
  • Structure: 12–15% commission, paid on ship date.




In-House Sales



  • When to Use: Post-traction, scaling to 500+ doors.
  • Benefit: Own the data, build direct buyer relationships, margin control.




Trade Shows



  • Target Coterie NYC, Dallas Market, Atlanta Apparel, and LA Market Week.
  • Goal: Build buyer list pre-show, schedule appointments, and use show to deepen relationships, not just rely on foot traffic.






4. Buyer Journey & Outreach Strategy




Step 1: Build The List



  • Collect buyer names, emails, IG handles.
  • Segment by priority tier.




Step 2: Multi-Touch Outreach



  • Pre-Show Email: Line sheet + lookbook + appointment scheduler.
  • Post-Show Follow-up: Personalized recap & top sellers.
  • In-Person Visits: Quarterly road trips to A-tier doors.




Step 3: Relationship Flywheel



  • Share sell-through data monthly to prove velocity.
  • Offer early access to new colors / exclusives.
  • Surprise & delight (handwritten notes, small gifts).






5. Scaling & Account Management




Key KPIs



  • Fill Rate: 95%+
  • Sell-Through: 65–75% within 60 days.
  • Reorder Rate: 30% of accounts reorder within 90 days.
  • Door Growth: +20% QoQ for first 2 years.




Operational Excellence



  • Tight EDI integration with majors (Nordstrom, Bloomies).
  • Net Terms Management: Use factoring partner if needed to smooth cash flow.
  • On-Time Ship Rate: Non-negotiable for repeat orders.




Account Protection



  • Avoid over-saturation: map zip codes, limit door density to protect brand.






6. Long-Term Brand Positioning



Wholesale is not just a revenue line — it’s a billboard. Our best stores become brand temples, educating customers and creating trust. By year three, we should have:


  • A curated network of 500–700 doors.
  • 2–3 national majors (Nordstrom, Bloomingdale’s, Saks).
  • At least one online exclusive partnership to drive buzz (Revolve or Shopbop capsule).






Execution Task List




Phase 1: Foundation (0–60 days)



  • Build retailer master list (top 200 boutiques + majors).
  • Create line sheets & pricing grid (wholesale + MSRP).
  • Develop brand deck (story, positioning, best sellers).
  • Select showroom or reps in core territories.




Phase 2: Market Entry (60–180 days)



  • Exhibit at one key trade show.
  • Email & DM outreach to top 50 buyers with personal note.
  • Follow up weekly until order or clear no.
  • Ship first orders with premium packaging.




Phase 3: Relationship Building (180–365 days)



  • Monthly sell-through reports to buyers.
  • Offer reorders and limited drops first to top doors.
  • Conduct in-person visits to 20 key doors per quarter.
  • Track reorder velocity — move slow accounts to end of line.




Phase 4: Scale (Year 2–3)



  • Hire in-house sales manager.
  • Expand to 500+ doors, 2–3 majors.
  • Introduce exclusives for top accounts to deepen partnership.
  • Monitor geographic saturation, pull back where needed.