Wholesale Policies and Linesheets Once you’ve developed a cohesive product line with high-quality packaging and products, and pricing and processes built to scale, odds are you’re eager to jump in to selling wholesale. You may even be generating interest from boutique owners who have seen your items online or in person. The final step before you start working with retailers is to make sure you speak their language and can communicate clearly, starting first and foremost with your linesheet and policies. STREAMLINE YOUR LINESHEETS A linesheet or catalog is a professional, functional, printed or digital document that summarizes your product line. While there’s no universal template — some designers use a simple spreadsheet while others create entire catalogs with elaborately styled photos — the essential ingredients remain the same: 1. A crisp, thumbnail-sized image of the item Shooting on a white background is most common, though many Etsy sellers also include styled or merchandised photos in their linesheets or catalogues. When props are used, they often highlight the product’s appeal. If you’re worried adding props will distract rather than enhance, keep it simple. Above all, make sure your images are clear and shot with consistent lighting. Red Raven Studios ceramics pop on a simple background. 2. A SKU and in-depth item details Each item listed on your linesheet should have a SKU or other identification system. In addition, make sure to explicitly state the following: • Prices. Include the wholesale price per item and consider adding a Manufacturer’s Suggested Retail Price (MSRP), sometimes called a Recommended Retail Price (RRP). Review our Pricing for Wholesale lesson if you’re stumped. • Sizes and colors. Specify whether an item comes in different sizes and colors. • Materials. Many wholesale buyers care about how your items are made and where the raw materials are sourced. Be up front about your materials and process. 3. Artist information and ordering process Make sure your contact information is visible on every page. A short bio or artist statement is also a great addition at the beginning or end of your linesheet. You’ll also want to make ordering as easy as possible. You can add blank spaces to your linesheet for retailers to specify their desired quantity and order directly from there, or you can include a separate order
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Wholesale Policies and Linesheets Once you’ve developed a cohesive product line with high-quality packaging and products, and pricing and
processes built to scale, odds are you’re eager to jump in to selling wholesale. You may even be generating
interest from boutique owners who have seen your items online or in person. The final step before you start
working with retailers is to make sure you speak their language and can communicate clearly, starting first
and foremost with your linesheet and policies.
STREAMLINE YOUR LINESHEETS
A linesheet or catalog is a professional, functional, printed or digital document that summarizes your
product line. While there’s no universal template — some designers use a simple spreadsheet while others
create entire catalogs with elaborately styled photos — the essential ingredients remain the same:
1. A crisp, thumbnail-sized image of the item Shooting on a white background is most common, though many Etsy sellers also include styled or
merchandised photos in their linesheets or catalogues. When props are used, they often highlight the
product’s appeal. If you’re worried adding props will distract rather than enhance, keep it simple. Above all,
make sure your images are clear and shot with consistent lighting.
Red Raven Studios ceramics pop on a simple background.
2. A SKU and in-depth item details Each item listed on your linesheet should have a SKU or other identification system. In addition, make sure
to explicitly state the following:
• Prices. Include the wholesale price per item and consider adding a Manufacturer’s Suggested
Retail Price (MSRP), sometimes called a Recommended Retail Price (RRP). Review our Pricing
for Wholesale lesson if you’re stumped.
• Sizes and colors. Specify whether an item comes in different sizes and colors.
• Materials. Many wholesale buyers care about how your items are made and where the raw
materials are sourced. Be up front about your materials and process.
3. Artist information and ordering process Make sure your contact information is visible on every page. A short bio or artist statement is also a great
addition at the beginning or end of your linesheet.
You’ll also want to make ordering as easy as possible. You can add blank spaces to your linesheet for
retailers to specify their desired quantity and order directly from there, or you can include a separate order
A page from the Blackbird Letterpress catalog and corresponding order form, featuring clear product SKUs for each item. You can view the full catalog here.
This lesson is part of our Wholesale Guide for Etsy Sellers, which is designed to help you decide if wholesale makes sense for your business and build out your wholesale channel. If you’re just getting started or need a refresher, this guide is for you. It includes a wholesale glossary and covers topics such as linesheets, policies, pricing, branding, packaging and wholesale etiquette. Visit this blog post to download all six lessons.
This page from Lisa Anderson Shaffer’s linesheet for her shop Zelma Rose includes contact information for retailers who might have questions.