Marketplace discovery must prove new demand without competing with a brand’s own wholesale channel.
Brand executives protect direct relationships while independent retailers need a broader, differentiated assortment.
Who you’d be doing this for
“My ops lead keeps asking where these new retailers will come from, not just where they’ll place the order.”
Githinji Kosgei · Founder of an independent home-goods brand
She is evaluating whether a new wholesale channel will add retailer accounts rather than shift orders from her direct business.
What is at stake
Upmarket brands are asking whether marketplace discovery reaches retailer accounts their own storefronts cannot. You must weigh a compelling growth commitment against terms and onboarding that preserve long-term platform fit.
Why it isn’t already fixed
Every obvious fix costs something else. That’s the part you’d have to decide.
- incremental retailer demand vs direct-channel protection
- executive ambition vs operational clarity
- fast partner signing vs first-quarter activation
- repeatable package vs brand-specific value
Why Faire
Faire Direct gives the partnership a concrete retailer-acquisition path beyond a brand’s existing storefront.
Written with these in mind
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This is the setup. The work is inside.
Running it puts you in the room: the full situation and its constraints, stakeholders who push back in their own words, and the decisions that are yours to make. What you produce becomes a Day One Plan — work you can show someone instead of describing.