How to Launch as a New Brand on Faire?

Why Most Faire Launches Fail in 2025 (And How to Avoid the Silent Shop Page)

We’ve seen it again and again — a shiny new Faire profile goes live…

…and then nothing.

No orders. No traffic. No sign that the algorithm even knows you exist.

When Lucy and I launched our first sock listing on Faire wholesale marketplace back in 2019, it was a completely different game. We uploaded 10 products with fairly average photos, and within 24 hours we’d made sales to retailers we’d never heard of.

Those days are over. Today, Faire is crowded. The Faire algorithm is pickier. And buyers have more choice than ever.

Here’s the launch sequence we now use for clients — one that’s helped brands go from zero to their first orders (and then most importantly, get them coming back) 

Step 1: Show Retailers You’re Already Worth Stocking

When we launch a new client, we almost always start by lining up “friendly” orders before the Faire profile even goes live.

For our own sock brand, we had 10 independent retailers ready. The moment we hit publish, we sent them Faire Direct links with a little personal note:

“We’ve just launched on Faire! If you place your next order through here in the next week, you’ll get free shipping and I’ll pop in a few extras for your display.”

Those first few orders send the Faire algorithm a strong message: this brand is legit, real retailers are already buying, and it should push you up search results.

If you launch to crickets? The Faire algorithm assumes your products aren’t competitive, and it’s much harder to recover.

Don't just stop there, put your Faire widget on your site page, put it in your email signature, put it in your retail/D2C emails. 

The more clicks, the better here. Let's send that clear, quick message ASAP. 

Step 2: Build a Retailer-First Faire Shop Page

A “good enough” Faire shop page might as well be invisible.

We’ve seen the difference in the numbers. When a client uploads products with:

• All 60 characters in titles packed with relevant keywords

• 1,000-character descriptions written for how retailers shop (not copy-pasted from Amazon)

• Image carousels that mix clean, white-background shots with lifestyle photography. Faire Optimised > Amazon Optimised > Online Store Optimised. 

• MOQ of 0 (why would anyone trust your brand when you first join Faire, you have no reviews, they are taking a leap of faith on you!) 

…they instantly get more search impressions. Check out our guide on how to optimise your Faire product listings.

One client in the fragrance category doubled click-through rate overnight just by swapping their first image from a dark studio shot to a bright, styled-in-a-shop photo.

Retailers don’t just want to see your product — they want to imagine how it will look in their shop, in their customers’ hands, and on their best-seller shelf. Our Faire product photography guide has more details on this and more.

 

Step 3: Treat Lead Generation Like a Daily Task

One of the biggest myths is that Faire wholesale marketplace will “find” your buyers for you magically. The truth is, if you find them retailers, they will find you retailers! 

For every new launch, we build a target list of 100–200 independent retailers who are a perfect fit — either through Google searches or Instagram geotags. 

We then drip out personal emails and DMs over 2–3 weeks. The script is short, warm, and non-salesy:

“Hi [Name], I love your [shop / concept / curation] — especially your range of eco gifts. We’ve just launched on Faire and I think [product] could fit right in with your best-sellers." 

This approach doesn’t just get orders — it creates relationships, which is the only real way to win repeat business.

The next step is to start ramping this up on an automated basis. Grow your list to encourage a wider array of people to get out there and buy from you through Faire.

Step 4: Nurture Every Buyer Like They’re Gold

Your first orders don’t mean much unless you turn them into second, third, and fourth orders..... 10x orders.

When we reviewed all of our clients, on average, a first purchase would result in 10-15 more purchases from that one retailer. The average here is CRUCIAL. You will get some people purchase once and not come back, fine, chalk that up as a loss. But remember, the good ones will come back, again, and again, and again. Our numbers support this! 

Now we have clients with reorder rates above 60% because we help them:

• Message new buyers the day their order arrives

• Suggest complementary products for their next restock

• Share marketing materials they can use in their own shop

• (Consider those above secrets free advice! :) ) 

Find out more in our guide on how to build long-term relationships with retailers.

The bottom line

Faire is no longer a “list it and they will come” marketplace.

The brands that win:

• Launch with proof of traction

• Build retailer-first listings

• Treat lead gen as an ongoing job

• Nurture buyers into long-term partners

That’s exactly how Lucy and I grew Bare Kind to 1,000+ retailers as well as our other clients — and it’s the same playbook we run for Candid Founders clients today.

If you need a hand with growing on Faire, check us out. We help businesses with coaching and even manage their pages for them entirely. Shoot us an email or book a call with us, and we'll get your Faire store to the next level.