For product brands entering wholesale today, few platforms have changed the landscape more than Faire.

In just a few years, the marketplace has become one of the most important channels for independent brands looking to connect with retailers around the world. Yet for many founders, the platform remains confusing, opaque, and difficult to master.

That’s exactly why Andy Kemp and Lucy Jeffrey, founders of Candid Founders, and the voices behind Candid Founders YouTube, wrote their book "How to Get More Sales on Faire" which you can download for free here.

After growing their own product brand to over 1,000 retailers on Faire, and helping hundreds of other brands optimize their wholesale accounts, they noticed something important:

Most brands aren’t failing on Faire because they have bad products.
They’re failing because they don’t understand how the platform actually works.

The Candid Founders book brings together years of experience, agency insights, and proven frameworks into one practical resource designed to help brands grow their wholesale business through Faire.

This article explores what the book covers — and why it has quickly become essential reading for founders looking to scale wholesale.

Why Faire has become one of the most important wholesale channels

One of the core ideas explored in the book is that B2B ecommerce is undergoing a major shift.

Historically, wholesale relied heavily on trade shows, sales agents, and in-person relationships. While those channels still exist, platforms like Faire are dramatically changing how retailers discover new brands.

Modern buyers increasingly prefer self-service discovery — browsing, comparing, and ordering products online without needing to speak to a salesperson.

For brands, this creates an enormous opportunity.

Platforms like Faire allow businesses to:

• Reach thousands of retailers globally
• Reduce the cost of wholesale customer acquisition
• Generate consistent repeat revenue through reorders
• Run wholesale without large sales teams

However, simply listing products on Faire is not enough.

The marketplace contains hundreds of thousands of brands, and the difference between success and invisibility often comes down to understanding how the platform’s mechanics work.

That’s where the Candid Founders book comes in.

The four core pillars of growing on Faire

At the heart of the book is a framework developed through years of testing both on the founders’ own brand and across their agency clients.

The framework focuses on four core growth pillars:

1. Optimization
2. Traffic
3. Conversion
4. Repeat Orders

Many brands focus only on one of these areas — usually product listings. But the book explains why real growth happens when all four work together.

Without optimization, retailers can’t find your products.
Without traffic, your listings remain invisible.
Without conversion, views never become orders.
Without repeat orders, growth stalls.

The book breaks down exactly how to improve each of these areas.

Optimizing your Faire account for visibility

The first major section of the book focuses on account optimization, which is essential for appearing in retailer searches.

Faire’s algorithm considers many ranking signals, but one of the most important factors is keyword relevance in product listings.

Brands that include relevant keywords in product titles and descriptions are far more likely to appear when retailers search for products.

The book explains how to optimize:

• Product titles
• Product descriptions
• Collections
• Shop page content
• Seasonal keywords

Another key insight the book explores is catalog size.

Brands with larger, well-organized catalogs tend to perform better because they offer retailers more variety and encourage larger orders.

In wholesale, retailers are often thinking about range building, not just single products.

The importance of product photography on Faire

Another major section of the book focuses on product imagery, which plays a huge role in retailer decision-making.

Retail buyers often make snap judgments about a brand within seconds of seeing a listing.

High-quality images help answer critical questions immediately:

• Would this look good in my store?
• Does the product feel premium?
• Will this sell to my customers?

Because retailers browse Faire like a digital catalog, strong visuals dramatically improve conversion rates.

The book outlines a full photography framework, including:

• Clean product images
• Detailed close-ups
• Packaging shots
• Lifestyle imagery
• Retail display examples
• Infographic-style feature highlights

The goal is simple: help retailers quickly visualize how the product will perform in their store.

Driving your own leads to Faire

One of the most powerful insights from the book is that successful brands do not rely solely on marketplace traffic.

Instead, they actively drive their own leads onto the platform.

This is done through strategies like:

• Cold outreach to retailers
• Direct email campaigns
• Social media prospecting
• Industry networking

When brands bring their own buyers onto Faire, they benefit from 0% commission orders through Faire Direct.

But there is another hidden advantage.

Every sale teaches Faire’s algorithm what type of retailers are a good fit for your brand — which helps the platform recommend your products to similar buyers in the future.

In other words:

Driving your own leads doesn’t just create sales today.
It teaches the algorithm to find more of your ideal retailers tomorrow.

The power of reviews and social proof

Trust is another major factor in wholesale purchasing decisions.

Retailers are often committing to significant inventory orders, which means they need reassurance that a brand is reliable.

The book explains how five-star reviews dramatically influence performance on Faire.

Brands with strong review profiles benefit from:

• Increased retailer trust
• Higher conversion rates
• Better algorithm visibility

Research on the platform suggests that stores with a strong base of five-star reviews can see conversion rates increase by around 10%.

Because of this, the book outlines clear strategies for:

• Asking customers for reviews
• Managing negative feedback
• Responding publicly to reviews
• Building long-term retailer relationships

Why consistent engagement matters

Another major theme throughout the book is consistency.

Many brands approach Faire with a “set it and forget it” mindset — uploading products and hoping orders will arrive.

But successful brands treat the platform as an active growth channel.

The book recommends consistently engaging with retailers through:

• Weekly email campaigns
• Direct messaging
• Product launches
• Promotions
• Seasonal marketing

This engagement not only drives sales but also signals activity to Faire’s algorithm, which can improve visibility over time.

Consistency and persistence are recurring themes throughout the book.

The bigger picture: building a long-term wholesale engine

Ultimately, the Candid Founders book is not just about succeeding on Faire.

It’s about building a sustainable wholesale growth engine.

The platform becomes one piece of a broader strategy that includes:

• lead generation
• retailer relationships
• product launches
• content marketing
• brand storytelling

By combining these elements, brands can turn wholesale into one of their most powerful revenue channels.

Who the book is for

The book is designed for a wide range of founders, including:

• Product brands launching on Faire for the first time
• Businesses struggling to generate sales on the platform
• Established wholesale brands and enterprise accounts looking to scale faster
• Founders who want to understand how the Faire algorithm works

Whether a brand is just starting out or already selling wholesale, the frameworks in the book provide a clear roadmap for growth.

Learn the full Faire growth framework

Growing on Faire isn’t about luck.

It’s about understanding the system — and applying proven strategies consistently.

The Candid Founders book brings together the exact methods Andy and Lucy have used to build their own wholesale business and help hundreds of other brands grow on the platform.

If you want to understand how successful brands actually scale on Faire, the book walks through the entire process step by step.

👉 Download "How to Get More Sales on Faire" and start building your wholesale growth engine today.