Wholesale

Selling your products in bulk to retailers or resellers at a discounted price. They then sell to end consumers at a higher retail price.

Wholesale creates large, predictable volume orders. One boutique order of 100 units is operationally simpler than 100 individual customer orders, but at a lower margin.

Your candle retails for £22. A boutique approaches you for a wholesale partnership. You offer them 50 units at £10 each (your COGS is £5). They mark up to £22 in-store.