Growing a craft business: A guide for makers and designers

Retail partnerships can be a significant step for a growing craft business. They can increase your reach and credibility, but they also require preparation and clear communication.

Before approaching retailers, make sure that your products are ready for a retail environment. Consider if you can:

• produce consistent products at scale
• meet orders and delivery times reliably
• price products to allow for wholesale margins
• present your work clearly in-store

Not all retailers will be a natural fit for your business and brand. You should look for retailers whose values, customer base and presentation align well with your work. Good communication is vital, as is an understanding that a collaborative partnership should be financially viable and mutually beneficial. 

Operational demands of retail partnerships

Retail introduces many operational considerations for craft producers, including:

• lead times
• order quantities
• payment terms
• returns arrangements
• seasonal or peak periods pressures
• loss of control over the presentation of your product

Retailers may also request changes that affect your practice - for example, changes to size, price, packaging or format of your product. While some adjustments may be practical, others may affect how your work is made or perceived. You should consider if requested changes are compatible with your way of working before agreeing to them.

Administrative demands of retail partnerships

You should not underestimate the administrative load of retail partnerships - including ongoing administration, invoicing, stock tracking and communication. These demands can increase significantly as the number of retailers grows, and can be a significant factor when scaling your craft business realistically. Factor this time into decisions about how many retail relationships you can manage.

Avoid overcommitting and accidental scaling

Retail success can escalate quickly. A successful retail partnership can lead to additional orders or interest from other retailers and businesses. While positive, this can quickly increase demand. Clear communication helps avoid misunderstandings and overtrading. Be honest about your capacity and constraints to ensure your retail partnership supports your business rather than stretches it beyond what is manageable.