Wholesale glossary: the terms, in plain English
This wholesale glossary covers the words store owners, buyers and distributors use with a food or drink brand, and what each one means for you when you are trying to get stocked.
The terms
- Stockist: a shop or venue that sells your product. The usual word in the UK, Australia and New Zealand.
- Line sheet: your range with wholesale prices, case sizes and how to order. What a store orders from.
- Sell sheet: one page that pitches one product to a buyer. What a store decides from.
- Keystone pricing: a shelf price of double the wholesale price, so the store keeps half.
- Slotting fees: what big chains charge a brand for shelf space. Independents mostly do not.
- Wholesale margin: the share of the shelf price a store keeps, and the number every buyer asks about.
Why the words matter
Buyers notice when a brand uses their words. Quote a margin when they asked for markup, or send a sell sheet when they asked for a line sheet, and you sound new. Get them right and the conversation moves on to the order.
For the bigger picture of how stores choose products, read how to get your product into cafés, or work your numbers out with the wholesale price calculator.
In this section
- StockistA shop or venue that sells your product, and why a stockist list helps you win the next one.
- Line sheetYour range, wholesale prices and how to order, in one place a store can order from.
- Sell sheetOne page that pitches one product to a buyer, and what to put on it.
- Keystone pricingDoubling the wholesale price to set the shelf price, and when it does and does not fit food and drink.
- Slotting feesWhat chains charge a brand for shelf space, and how starting with independents avoids them.
- Wholesale marginThe share of the shelf price a store keeps, how to work it out, and why it is not the same as markup.
Questions brands ask
What is the difference between a line sheet and a sell sheet?
A sell sheet pitches one product so a buyer can decide. A line sheet lists your whole range with wholesale prices so a store can order.
What margin do stores expect?
It varies by channel. Specialty stores often work close to keystone, about half the shelf price, while grocery margins are usually lower. Ask the store, and price so their margin works.
Do independent stores charge slotting fees?
Rarely. Slotting fees are mostly a chain and supermarket practice, which is one reason many brands start with independents.
Is a stockist the same as a retailer?
A stockist is a retailer that sells your product. Every stockist is a retailer; most retailers are not your stockists yet.
Read next
- GlossaryStockistA shop or venue that sells your product, and why a stockist list helps you win the next one.
- GlossaryWholesale marginThe share of the shelf price a store keeps, how to work it out, and why it is not the same as markup.
- Free toolsWholesale price calculatorYour margin, the store's margin and the shelf price, with or without a distributor.