WaxverseEst. MMXXIII
The Studio
Sell / Channel

How to sell candles wholesale

Wholesale is not "retail at a discount". It is a different product: bigger orders, longer payment terms, and a buyer who will ask for paperwork before the first PO. This guide walks the line sheet, the pricing floor that protects your margin, and the compliance pack most independent stockists expect.

The pricing floor that actually works

The industry rule of thumb is keystone: wholesale is roughly half of the retail price the stockist will charge. That only works if your fully-loaded cost per candle sits below 25% of retail. If it doesn't, either the retail is too low for the segment or the cost stack has fat you haven't found yet.

  • Cost per candle including wax, fragrance, wick, vessel, dye, packaging and a realistic labour rate.
  • Wholesale price = retail ÷ 2 (keystone). Some categories run 2.2–2.5× in luxury.
  • MSRP that sits inside the market band for the segment, not a flat cost-plus number.
Free tool
Price a wholesale SKU in the Cost Calculator
Loads wholesale fee assumptions and shows the wholesale, MSRP and contribution margin side-by-side. Anchored to real segment bands, not a flat margin target.

What goes on a line sheet

A line sheet is a one-page (or one-PDF) buying document. Buyers scan it in seconds. Include:

  • SKU code, name, scent description in one line.
  • Case pack (units per inner and outer carton) and case weight.
  • Wholesale price per unit, MSRP, and margin the stockist will make.
  • MOQ (minimum order quantity) and MOQ for reorders (often lower).
  • Lead time in working days, from PO to dispatch.
  • Payment terms: pro-forma for first order, Net 30 after credit check.
  • Barcodes (GTIN/EAN) if you have them. Most gift shops don't need them; grocery does.

Compliance paperwork buyers will ask for

Independent boutiques rarely ask. Anything larger will. Have these ready before you send the first line sheet:

  • Product liability insurance certificate naming you as the manufacturer, with cover appropriate to your market (£5m in the UK, $1m+ in the US is typical).
  • Safety data sheet (SDS) for each fragrance oil, from your supplier.
  • CLP labels (UK/EU) or ASTM F2417 fire-safety wording plus Prop 65 (US, California) for every SKU.
  • Batch record the buyer can trace if a candle fails in-store. A batch code on the base is not optional at wholesale scale.
Free tool
UK candle compliance floor
CLP labels, weight declarations and the paperwork Trading Standards can request. Compliance is priced into wholesale, not bolted on.

The 8-point wholesale launch checklist

  1. Cost per candle recalculated with real supplier prices (not launch guesses).
  2. Wholesale, MSRP and stockist margin locked in the Cost Calculator.
  3. MOQ set to a case size that ships economically in your region.
  4. Line sheet PDF with photography on a plain background, one candle per row.
  5. Product liability insurance certificate saved and up to date.
  6. SDS folder for every fragrance you sell, filed by supplier.
  7. CLP or ASTM labels approved and printed with the batch code slot.
  8. Payment terms written down: pro-forma first order, Net 30 after credit.

Approaching your first stockists

Start with three shops within walking distance of where you live. Walk in with a candle, the line sheet, and a business card. Do not lead with the pitch; lead with the product on the counter. If the buyer picks it up, then hand over the line sheet. If they don't, thank them and move on. The cold-email version of this is the same shape: one photo, the wholesale price, the MSRP, the MOQ, and a link to the full line sheet PDF.

Free PDF

Wholesale candle line sheet kit

A line-sheet template, buyer outreach email, and the compliance-pack checklist above as one PDF.

This guide is a starting point, not legal or tax advice. Confirm current requirements with the source regulator and your accountant before signing a first PO.