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.
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