How should eco DTC build wholesale line sheets for retail expansion?
Quick answer
Create a buyer-ready line sheet with SKUs, wholesale/MSRP, MAP, MOQs, ship windows, and scoped product facts. Keep claims identical to DTC. Pair with retail wholesale launch, pricing, and press kit.
When to invest in a line sheet
After DTC economics can absorb wholesale margin and ops can fulfill MOQs without stockouts. See readiness thresholds in the retail wholesale launch guide.
Required fields
| Field | Notes |
|---|---|
| SKU / UPC / case pack | Retailer scanning reality |
| Wholesale and MSRP | Clear currency and units |
| MAP policy | Protect premium positioning |
| MOQ and lead time | Honest factory buffers |
| Materials / certifications | Scoped, proof-linked |
| Shelf life / care | Where relevant |
| Order / contact | Email or portal link |
Claim rules for buyers
- Same claim kit as DTC PDP and ads
- Provide a one-line “approved shelf talker” option
- Link materials proof URL for deep dives
- Do not invent retailer-exclusive impact stats
Format
- One-pager PDF per season or collection
- Web wholesale page gated or open with download
- Optional lookbook separate from the numbers sheet
Measurement
- Buyer meetings booked from line sheet sends
- Order conversion and average first PO size
- MAP violations after launch
- Margin realized vs model
Numbers then narrative
Buyers need margin math before brand story. Give both, but never hide the math.
Frequently asked questions
What must a wholesale line sheet include?
SKUs, wholesale/MSRP, MAP, MOQs, lead times, and scoped product facts.
When is wholesale premature?
When DTC margins or supply cannot support MOQs and retailer expectations.
Should claims differ for retail?
No. Same substantiated kit; optional shorter shelf copy.
PDF or portal?
Start with a tight PDF plus contact; add portal when order volume justifies it.
How does MAP protect eco brands?
It reduces race-to-the-bottom pricing that undermines premium positioning.