From Online to Retail Shelves: How to Land Wholesale Accounts

In this episode of the Gloria Chou PR Podcast, I sit down with Katie Hunt, founder and CEO of Proof to Product and host of the Proof to Product Podcast. Katie has helped tens of thousands of product-based business owners land wholesale deals with retailers like Anthropologie, Target, and The Container Store—without relying on paid ads or flashy trade shows. Whether you’re selling candles on Etsy or bath and body products from your kitchen, this episode is your go-to guide for getting started with wholesale. How to Know If You’re Ready for Wholesale Katie breaks down what really makes a product “wholesale-ready”—from pricing and inventory to minimum order quantities and production methods. Spoiler: You don’t need 15,000 units in stock to get started. Pricing for Profit (Not Panic) Katie shares why underpricing is a red flag to buyers and what the term “keystone pricing” really means. If you’ve ever been confused about wholesale vs. retail margins, this part is a must-listen The Pitch Process That Gets Buyers to Say YES Pitching wholesale buyers is a lot like pitching the media. Katie walks us through: How to find the right buyers (hint: use LinkedIn, social, and direct mail) Why cold pitching still works—and what to say What not to do (like showing up unannounced at a shop!) Why PR and Social Proof Still Matter in Wholesale While emotional storytelling matters more in DTC, wholesale buyers still look for credibility. Katie explains how PR features, retail testimonials, and even just having your ducks in a row can help build buyer trust. Real Talk: It Can Take Time—But It's Worth It Katie shares how one wholesale buyer took four years to finally place an order—and why persistence, visibility, and relationship-building paid off. Success Story Spotlight: Alex from Shake On The A Katie highlights the journey of a client who went from making greeting cards on her kitchen table to building a multi-million-dollar brand in 3,500+ stores. Final Takeaway Don’t let fear or lack of knowledge stop you from going after wholesale. As Katie says, “If you don’t go to the tryout, you’re telling yourself no.” ✅ Know your pricing ✅ Build relationships ✅ Use systems (Katie teaches them!) ✅ Hit send—even if you’re scared If you want to see your products on store shelves, this episode is your first step. Resources Mentioned: Join Gloria Chou's PR Community: ➡️   / 428633254951941   Get the AI Visibility + PR Training Get Found on AI Search Join the Small Biz PR Pros Facebook Group DM the word “PITCH” to us on Instagram to get a pitching freebie   / gloriachoupr   Connect with Gloria Chou on LinkedIn   / gloriaychou   Join Gloria Chou's PR Community   / 428633254951941   Additional Resources: Listen On Your Favorite Podcast Platform Follow the Podcast FOLLOW & REVIEW ON APPLE PODCASTS Are you following my podcast? ➡️ https://podcasts.apple.com/us/podcast... If you’re not, I want to encourage you to do that today so you don’t miss any future episodes! I would also appreciate it if you would leave me a review! Reviews help me make sure I am providing the content that you need! Plus, you will be entered to WIN a 1:1 pitch writing session with me where I will help you find your press-worthy angle! Click here to review ➡️ https://podcasts.apple.com/us/podcast..., select “Ratings and Reviews” and “Write a Review”.