How I Got My Products Stocked in Big Retailers (And How You Can Too)

If you’ve ever dreamed of seeing your products stocked in stores like TK Maxx, Homesense, Urban Outfitters, or even John Lewis, I’m here to tell you it’s not just for huge brands with big teams. I’ve managed to get my art prints into some incredible retailers - and I built my brand from scratch.

Now more than ever, the market is full of creatives, small business owners, and side hustlers making beautiful products. But that also means there’s more competition than ever. So how do you stand out? How do you go from posting your work on Instagram to seeing it stocked in national stores?

Here’s exactly what I’ve learned from my experience - and what actually works.

1. Product Choice Still Matters (Even If It’s Saturated)

Let’s face it - almost every product category is saturated now. Prints, candles, cards, mugs - you name it. But that doesn’t mean there’s no room for you. It just means you need to be really clear on what makes your version worth buying.

I didn’t start with a polished collection or perfect packaging, I just started by designing things I genuinely liked. I followed what felt right creatively, and slowly started noticing which pieces resonated the most with others. I wasn’t thinking about creating a perfectly curated range, I was just focused on building momentum and trusting my instincts.

What helped me was:

  • Listening to what people kept buying or coming back for

  • Leaning into the designs that naturally became bestsellers

  • Letting my own creative style develop over time, not forcing it

Tip: You don’t need to have everything “figured out” from day one. You just need to start creating and pay attention to what connects with people. That’s what retailers are looking for—products that already have some kind of proven traction or demand behind them.

Once you’ve got even a few repeat sellers, that’s your foundation. You don’t need a huge range - just a small group of products that clearly show what your brand is about and why someone should stock it.

2. You Don’t Have to Show Your Face on Instagram (But You Do Have to Show Up)

Something I didn’t realise early on was just how much retailers will check your socials. When you pitch to a stockist, they won’t just glance at your line sheet—they’ll go through your website, your Instagram, your vibe. They want to know who they’re working with.

I don’t show my face often, and that’s totally okay. But I do still show up consistently by:

  • Writing real captions about what’s happening in the business

  • Posting packaging days, reviews, and launches

  • Sharing snippets from holidays and life behind the brand via Stories

  • Talking about achievements—even the small ones

  • Reposting customer photos and shop displays

Tip: You don’t need perfect branding or a curated grid. Just be present and be yourself. Even if you think no one’s watching, buyers are. They’re looking for brands that are active, consistent, and passionate - not just pretty.

3. A Professional Website & Wholesale System Is a Must

This one really separates the "maybe" brands from the "we want this" brands. You absolutely need a professional website that you own. That means not just an Etsy storefront or a Faire profile - those are great to have as well, but they’re not your main site.

Your site should live at your own domain (e.g. yourbrand.com) and should include:

  • A clean, branded layout

  • Your bestsellers displayed clearly

  • A dedicated wholesale or stockist page

  • Social proof - logos, press, reviews, or current retailers

When it comes to wholesale, I personally use Faire. It’s trusted by retailers around the world and makes the ordering process smooth and professional.

Are you a brand looking to join Faire?
Use my referral link to sign up: https://refinedspaces.faire.com
You’ll get exclusive benefits as a new seller, including onboarding support and increased visibility to retailers actively searching for new products.

Tip: Mention platforms like Faire, Etsy, or NOTHS on your website and socials. It shows that you’re established, and gives your brand added credibility.

4. Be Careful With Using AI for Design Work

AI is everywhere now - and while it’s useful for things like planning or mockups, when it comes to actual product design, relying on AI too heavily can backfire.

There are tons of AI-generated designs out there that just look like slop. And unsurprisingly, many of those sellers are struggling to get traction, sales, or stockist interest. That’s because the designs feel cheap, rushed, and lack originality.

Retailers and customers are looking for authenticity. They want something with a point of view, something that feels like it was made by a human. Your personality and eye are what make your work special - and that’s what builds long-term trust and loyalty.

Tip: Even if you don’t love everything you make at first, design it yourself. Learn your style. Develop your creative process. Make mistakes and evolve. That’s how you build a brand that lasts and how you stand out in a world of saturated markets!

Final Thoughts

You don’t need a massive following, a big team, or years of experience to get stocked by big retailers. But you do need to be strategic, consistent, and prepared behind the scenes.

✅ Make sure your product stands out - no matter how saturated the space is
✅ Show up on social media and tell your story, even if it’s just through your captions
✅ Build a professional website and wholesale system that shows you're ready
✅ And most importantly - be yourself and authentic

Big retailers want to work with small brands. They just need to know you're the right one.

You’re not too small. You’re not too late.
Just make sure you’re showing them that you’re ready.

Back to blog