If you’re trying to get your greeting cards or gifts into shops, there’s one tool that can make or break that first impression: your wholesale brochure.
A good one can open doors.
One of the first things we look at when supporting new clients is their brochure. Because it’s more than just a catalogue—it’s your toe in the door, your business handshake, sales pitch, and ordering guide all rolled into one.
So… what actually makes a wholesale brochure work?
Let’s break it down.
1. Clarity Is Everything
Retail buyers are BUSY! If they have to hunt around your brochure to find prices, minimum order quantities, or how to place an order, they’ll move on.
Your brochure should answer the key wholesale questions at a glance:
- Trade prices + RRP
- Minimum order amount + carriage paid amount
- Pack sizes
- Lead time + delivery info
- How to order (email, website, Faire, etc.)
Clear, simple, and professional is the name of the game.
2. Make It Visually Beautiful – and Brand Consistent
Your brochure should feel like an extension of your brand:
- Use your logo, brand fonts, and colour palette
- Include styled imagery and clean product shots
- Keep it visually tidy—don’t overcrowd the page
- Showcase your new and best-selling items only – putting everything you offer in your brochure can be overwhelming and distracting.
Retailers want to feel the personality behind your brand, even in a PDF. It’s often the first time they’ll “meet” your business, so make it count.
3. Tell a Tiny Bit of Your Story
You don’t need an essay – a short, friendly intro about you and your brand can go a long way. Buyers love knowing:
- Who’s behind the products + picture
- Where and how they’re made
- What makes them unique
A touch of personality builds trust and connection. You’re not just selling a gift or card—you’re selling YOU.
4. Think Like a Buyer
This is key: your brochure is for stockists. That means:
- Organising your products in a logical way (e.g. occasion, theme, collection)
- Highlighting bestsellers or new releases
- Keeping the flow easy to navigate
Buyers don’t always have time to scroll through dozens of pages. Make it as easy as possible for them to say “yes.” Fewer designs can mean more sales.
5. Include Everything They Need to Order from You
You’d be surprised how many brochures we see with no ordering info, no contact details, and no clear call to action.
Make sure your final page includes:
- How and where to order
- Contact email and phone number
- Any platforms you’re stocked on (like Faire or Ankorstore)
- A polite, confident call to action (e.g. “We’d love to work with you!”)
Bonus Tips: Update It Seasonally
Your brochure isn’t a one-time task. Keep it fresh with seasonal updates (like Christmas or Valentine’s), new launches, and improved photos. It shows you’re active, organised, and prepared—qualities that buyers value.
Brochures don’t always have to be printed; a PDF version will work just fine and is easier to update.
Put a link to your brochure in your email signature so every time stockists hear from you, they have easy access to your latest designs.
