For many product founders, launching on Faire feels like a huge opportunity.

The platform gives brands access to thousands of independent retailers around the world. It removes much of the friction traditionally associated with wholesale and makes it possible for small brands to reach stores they may never have connected with otherwise.

But once the account is live, many founders quickly discover that growing on Faire is not as simple as it first appears.

Products get uploaded, but orders are slow to arrive.

Retailers browse the listings but do not buy.

The algorithm feels confusing, and founders are left wondering whether they are doing something wrong.

This is exactly the situation that Andy Kemp and Lucy Jeffrey from Candid Founders saw repeatedly when speaking with product brands.

After building their own brand to more than 1,000 retailers on Faire and helping many other founders grow their wholesale accounts, they realized something important.

Most brands are not struggling because their products are bad.

They are struggling because they have never been shown how to grow on the platform strategically.

That realization is what led to the Candid Founders book.

The experience of Green Bee Tea Towels

A great example of this challenge comes from Rena, the founder of Green Bee Tea Towels, and a long standing client of Candid Founders.

Like many product founders, Rena launched on Faire because she saw the potential of the platform. Independent retailers were exactly the kind of customers she wanted to reach, and Faire seemed like the perfect place to connect with them.

But after setting up her account, the growth she expected did not immediately happen.

Retailers would view her products but not always place orders. It was difficult to understand how to improve visibility. And with the many other responsibilities of running a product business, finding time to constantly optimize the account was difficult.

As Rena explained when speaking with Candid Founders:

“I knew the potential of Faire was huge, but I just didn’t know what I was supposed to focus on to make it actually grow.”

This is something the Candid Founders team hear from founders all the time.

Running a product business already involves managing production, inventory, logistics, marketing, and customer service. Adding the complexity of growing a marketplace account on top of that can feel overwhelming.

Rena described it simply:

“There were so many things I thought I should be doing on Faire, but I wasn’t sure which ones actually mattered.”

The hidden complexity behind growing on Faire

One of the biggest misconceptions about Faire is that it works automatically.

Founders often assume that if their products are good, retailers will naturally discover them.

In reality, successful brands pay attention to a number of factors that influence how the platform works.

• product optimization
• catalog structure
• keywords and search visibility
• product photography
• reviews and trust signals
• lead generation
• consistent communication with retailers

These are the types of areas that determine whether a brand becomes visible to retailers and whether those retailers decide to place orders.

For founders encountering these challenges for the first time, it can feel like trying to solve a puzzle without knowing what the pieces are.

This is exactly why Lucy and Andy wrote "How to Get More Sales on Faire".

What the Candid Founders book actually teaches

The book was designed to give product founders a clear understanding of how to grow on Faire without needing to learn everything through trial and error.

Instead of vague advice, it walks through the practical areas that influence success on the platform.

• how retailers discover products
• what improves visibility in search
• what helps convert browsing retailers into buyers
• how to encourage repeat wholesale orders
• why driving your own retailer leads changes everything

Each section focuses on one of the common challenges founders face when trying to grow their wholesale business.

For many brands, simply understanding these principles changes how they approach the platform entirely.

Why visibility is often the first hurdle

One of the most common problems founders experience is simply being discovered.

With thousands of brands on the platform, retailers rely heavily on search and browsing tools to find products that fit their stores.

That means small details in product listings can have a huge impact on visibility.

• product titles
• keywords
• collections
• catalog structure
• product imagery

These signals influence how products appear in retailer searches.

The Candid Founders book includes an entire section dedicated to helping founders understand how to structure their listings so retailers can actually find them.

Turning interest into wholesale orders

Even when retailers discover a product, they still need a reason to trust the brand.

Retail buyers often make quick decisions while browsing, comparing multiple brands within minutes.

If a listing does not clearly communicate value, quality, and brand credibility, they simply move on.

"How to Get More Sales on Faire" explains how small improvements in areas such as photography, product descriptions, and brand presentation can dramatically improve conversion.

For founders like Rena, this type of guidance can make the difference between retailers browsing and retailers buying.

The reality for many product founders

While many founders enjoy learning the details of how platforms like Faire work, others quickly realize that managing all of this takes time.

A lot of time.

This was one of the biggest challenges Rena faced while running Green Bee Tea Towels.

“I loved the idea of growing on Faire,” she explained, “but I also had a whole business to run.”

This is something the Candid Founders team hear frequently.

Founders understand the potential of the platform, but they simply cannot dedicate the hours needed to continuously optimize listings, communicate with retailers, generate leads, and analyze performance.

When fully managed growth becomes the better solution

This is exactly why Candid Founders created their Fully Managed Faire Growth service.

Instead of founders needing to learn every detail themselves, the Candid Founders team manages the growth of the account on their behalf.

That includes areas such as

• account optimization
• product listing improvements
• lead generation
• retailer communication
• email marketing
• performance tracking

For founders like Rena, this allows them to focus on running their business while experts handle the strategy behind growing on Faire.

Why the book is still the best starting point

Whether founders plan to grow their account themselves or eventually work with an agency, understanding how the platform works is incredibly valuable.

That is why "How to Get More Sales on Faire". exists.

It brings together the lessons Andy and Lucy have learned from building their own brand and helping many other product businesses succeed on the platform.

Instead of spending years experimenting with different approaches, founders can learn the principles that actually drive wholesale growth.

For product brands looking to succeed on Faire, it is one of the most practical and experience-driven resources available.

And for founders who simply want expert help implementing those strategies, the Candid Founders team is there to help and you can get in touch today.