How to get your art and products into stores
Having your artworks and products in another person’s shop can be a very rewarding experience. It means that someone else is helping to market your work, people can see it in person and it opens up a new customer base. Plus anywhere you showcase your work will always increase the possibilities for new opportunities.
From 2007-2012 my work could be found in hundreds of stores across Australia and New Zealand. However life happened, multiple house moves and my priorities had to change my time management. I couldn’t keep selling the same art and spending all of my time filling orders with the same items over and over. So my focus had to change creating fresh artworks and I moved into freelance work. This year I have started to put my art back into stores again and I have really enjoyed the experience.
I thought I would cover some of the basic information for you so that you could make your own decision on whether it is viable to take this path.
Decide What to sell
In an ideal world we would love to take everything we make and stock it in a shop. However that isn’t sensible. You need to put your business hat on here. Start to establish costings of how much each item costs to make and what profit you might gain each sale. Some items just can’t break even - especially when it comes to using expensive materials or labour intensive works. Define what range you wish to offer, and be realistic in the turnaround time they could expect.
If you have a bit more experience or an extensive range of choices to offer than this is the time you would start the creation of a catalogue to order from.
Research
Before you contact a shop or pitch to them you need to know that they are the right fit for what you create. If you make mens ties then a baby store won’t be interested in stocking them and you’ll be wasting valuable time.
Most shops will now have a web presence. Have fun researching and creating lists of the places where you think your work will fit.Have a catalogue or samples available
A shop owner is very busy selling those items they stock as well as ordering new stock, marketing them and constantly tweaking the displays. The easier you make the ordering process, the happier they will be. Samples are not necessary but they make ask to see some pieces before they place large orders, particularly when it comes to beauty products. Establishing some small samples to show them is a great way to get them to commit to an order.
Decide what sales method works for you
Will you offer your items Wholesale or Commission? Both are very different and in my experience more shops expect you to stock on a commission basis only in the current climate.
Wholesale is where a shop places an order and then pays you generally within 30 days after delivery. As a general rule you would set a minimum order price and possibly item quantity whilst also clearly outlining when they can expect delivery. Then the item and the responsibility to sell it is theirs.
Commission is where you put your items into their shop usually for a limited time period and you get paid if the item sells. Your items are not insured, you are liable for theft/damage and it is up to you to restock when needed. You also run the risk that the shop closes down with your stock disappearing. For this reason many handmade creatives prefer only to consign with local shops that they can visit in person.
If you are selling original artworks and displaying them in a cafe/gallery/shop then the general rule is it is on a commission basis only and you’re responsible for it. I have arrangements with my shops that I can continue to list my originals for sale online and if I sell them then I will replace the art in the shop with a new work.
Make an Appointment
Shop owners are time poor and depending on the outlet they may not even be on the sales floor. Do not wander into their shop uninvited. Be polite and contact them to arrange an appointment. They often work in cycles and have certain periods of the year in which they place their orders.
Don’t be disheartened if they can’t make an order yet, or if they feel that you are not the right fit at this time. If it is possible ask them for feedback so you know what to improve for the future. Sometimes however you just need to keep contacting stores and researching until you find the one that is right for you.
Review their contract and information
As a general rule shops and galleries will expect you to offer 50% off your sales price. Some stores will negotiate anything from 30% to 70%. It is best to set your trade prices expecting 50% off and also take into mind any additional taxes that may need to be included in the RRP.
Ask the shop questions - where will your work be displayed, what is their target market, what is their ideal turnaround time, are there certain times of the year where they place their orders? Also check if they stock items that are wholesale or consignment, or both. If they sell both types than the sales priority and displays will always favour the items sold on wholesale.
Another item to ask is about their sales policy and whether you are expected to discount your work, and if so how the cost breakdown will work. Ask who is responsible for insurance/damage/stolen items.
Stores will expect your item to be packaged, adhere to all sales policies and meet safety/labelling requirements. They may even ask if you have display equipment for your products that you will provide - this is completely optional.
Some shops will ask for your packaging to have no marketing branding included, this is normal particularly for high end stores. Factor in any costs into these requests of new packaging that may be required.
Finalise the Order
Process their order and make sure you document everything. Depending on your sales process send them an invoice with all the essential information. Then create/deliver the items.
Also don’t forget to follow up on payment when it is due and continue the relationship by following up on potential future orders.
Support them
Once they’ve got the art or items in the shop, share the love! Share it on social media, send it out in your newsletter, ask for shop pictures to show. Selling to a shop/cafe/gallery is a relationship and doesn’t end when you deliver the work. The only way you can make this avenue work is by being consistent, proactive and producing quality items. Especially if you’d like them to keep reordering into the future.
