You Should Take Your DTC Brand Into Wholesale (W/Jared Mehr From Pura Vida)

Aug 19, 2025

In this insightful discussion, Jared Mehr, who built Pura Vida's wholesale program to $35 million, shares his expertise on transitioning DTC brands into wholesale. He highlights essential preparedness, from inventory management to pricing strategies, emphasizing the importance of margins and retailer relationships. Mehr warns against common pitfalls like permanent promotions that deter retailers. With practical tips on outreach and cash-flow management, he equips brands with the knowledge needed to thrive in the competitive wholesale market.

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ADVICE

Get Wholesale Infrastructure Ready

Prepare backend wholesale infrastructure before outreach: UPCs, SKUs, pricing, inventory, and 3PL wholesale capability.
Ensure your 3PL can handle larger multi-unit shipments and quick turn times to avoid retailer issues.

ADVICE

Stop Permanent DTC Promos

Avoid heavy, permanent DTC promotions when pursuing wholesale because retailers will check your site.
If you rely on continuous discounts, pause or change that strategy before outreach to retailers.

ADVICE

Price For Retail Realities

Confirm margins before pitching: retailers expect roughly a 50% retail-to-wholesale split.
Build future rep commissions and big-box discounts into your pricing model.

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Most DTC teams want wholesale but treat it like a black box. In this episode, Jared Mehr (Pura Vida) lays out the exact path he used to build a $35M wholesale program—from first doors to trade shows to rep groups—without blowing up margins or ops.

What you’ll learn:

- Readiness checklist before you call a buyer: inventory, UPC/SKU hygiene, pricing, 3PL capabilities, and wholesale order flow

- The real margin model (retail 50 / brand 50), why big boxes demand an extra 10–20% off wholesale, and how to price with future sales-rep commissions

- Why “permanent promo” DTC tactics kill retailer interest—and what to do instead

- Cash-flow realities: net-30/60/90, chargebacks, AR risk, and why a mom-and-pop baseline protects you when majors change POs

- How to get your first accounts: outreach scripts, sampling, store-locator lead lists, and door-to-door tactics that still work- Operational must-haves: displays that drive sell-through, starter packs, minimums, and a reorder cadence that compounds

- When wholesale beats ecom on profit, and how channels can lift each other rather than cannibalize

- Scaling playbook: when to add trade shows, inside sales, and regional rep groups—and how to vet the right partners

- Merch & forecasting: use pre-booking data to decide what to actually make (and what not to)

If you’re feeling margin pressure, stagnant growth, or rising CAC, this episode gives you a practical, de-risked way to add a meaningful revenue channel—complete with the numbers, sequences, and pitfalls to avoid. No hype. Just a clear plan to get into stores and sell through.

CHAPTER TITLES:

00:01:36 - The Retail Experience: Should I Do It For My Brand?

00:02:18 - How Jareds Got His Start In The Retail Business

00:04:54 - Why It’s Important To Establish A Brand Online

00:08:24 - Good $ Starting Point For A Brand To Turn Retail

00:12:14 - First Things To Do

00:16:10 - How Profit & Margin Work In Retail Relationships

00:23:31 - Wholesale Vs Ecommerce

00:25:57 - The Sales Process

00:32:47 - The Hotel Gift Shop

00:35:38 - In Store Merchandising

00:41:25 - What Sales Pitch Worked For Me

00:45:13 - How To Be Successful Once You Are In Stores

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