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Most DTC teams want wholesale but treat it like a black box. In this episode, Jared Mehr (Pura Vida) lays out the exact path he used to build a $35M wholesale program—from first doors to trade shows to rep groups—without blowing up margins or ops.

What you’ll learn:

- Readiness checklist before you call a buyer: inventory, UPC/SKU hygiene, pricing, 3PL capabilities, and wholesale order flow

- The real margin model (retail 50 / brand 50), why big boxes demand an extra 10–20% off wholesale, and how to price with future sales-rep commissions

- Why “permanent promo” DTC tactics kill retailer interest—and what to do instead

- Cash-flow realities: net-30/60/90, chargebacks, AR risk, and why a mom-and-pop baseline protects you when majors change POs

- How to get your first accounts: outreach scripts, sampling, store-locator lead lists, and door-to-door tactics that still work- Operational must-haves: displays that drive sell-through, starter packs, minimums, and a reorder cadence that compounds

- When wholesale beats ecom on profit, and how channels can lift each other rather than cannibalize

- Scaling playbook: when to add trade shows, inside sales, and regional rep groups—and how to vet the right partners

- Merch & forecasting: use pre-booking data to decide what to actually make (and what not to)

If you’re feeling margin pressure, stagnant growth, or rising CAC, this episode gives you a practical, de-risked way to add a meaningful revenue channel—complete with the numbers, sequences, and pitfalls to avoid. No hype. Just a clear plan to get into stores and sell through.

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CHAPTER TITLES:

00:01:36 - The Retail Experience: Should I Do It For My Brand?

00:02:18 - How Jareds Got His Start In The Retail Business

00:04:54 - Why It’s Important To Establish A Brand Online

00:08:24 - Good $ Starting Point For A Brand To Turn Retail

00:12:14 - First Things To Do

00:16:10 - How Profit & Margin Work In Retail Relationships

00:23:31 - Wholesale Vs Ecommerce

00:25:57 - The Sales Process

00:32:47 - The Hotel Gift Shop

00:35:38 - In Store Merchandising

00:41:25 - What Sales Pitch Worked For Me

00:45:13 - How To Be Successful Once You Are In Stores

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ADMISSION

Get the best media buying training on the Internet + a free coaching call with Common Thread Collective's media buyers when you sign up for ADmission here: ⁠https://www.youradmission.co/andrew-faris-podcast⁠

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FOLLOW UP WITH ANDREW

X: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://x.com/andrewjfaris

Email: podcast@ajfgrowth.com

Work with Andrew: ⁠https://ajfgrowth.com⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠

You Should Take Your DTC Brand Into Wholesale (W/Jared Mehr From Pura Vida)

The Andrew Faris Podcast