Get your products into US stores through Faire.
Faire connects independent brands with more than 700,000 brick-and-mortar stores and boutiques in the US and worldwide. No trade shows, no middlemen, no need to be in the country. Sell-U helps you get in, stand out and sell.
The B2B marketplace that replaced trade shows.
Faire is a B2B wholesale platform that connects independent brands directly with retailers looking for unique inventory for their stores. Founded in 2017 on a simple idea: give small brands the distribution that used to be reserved for big corporations.
Before Faire, a Latin American brand that wanted to sell in the US had to attend trade shows costing $5,000 to $20,000 USD, hire local reps or do manual outreach store by store. Faire took all of that online.
See how the process works →This isn’t Amazon. It’s a professional buyer looking for products that set their store apart.
Independent boutiques, lifestyle shops, stationery stores, concept stores, cosmetics and wellness shops: retailers hunting for unique products they can’t get from the big distributors.
- Brooklyn, NYConcept store · lifestyle
- Austin, TXWellness · aromatherapy
- Chicago, ILStationery + gifts
- Portland, ORHandmade cosmetics
Brands with their own identity, a finished product and the capacity to ship.
Faire favors brands with a story and a purpose. That’s exactly what retailers want: something they can’t find through mass distributors. If your brand has a clear why behind the product, this is your channel.
Cosmetics · personal care
Natural, handmade or niche. Skincare, fragrance and hair care with a distinct identity.
Lifestyle · home decor
Home goods, tableware, textiles and editorially curated objects.
Gourmet food
Artisan snacks, specialty and single-origin products, everything a foodie retailer wants to discover.
Stationery · gifts
Stationery, accessories and gift products with original design.
Wellness · aromatherapy
Well-being, scents and rituals: a category in high demand at US boutiques.
Fashion · accessories
Brands with identity, not commodities. Jewelry, accessories and designer fashion.
A physical product with your own brand
Defined packaging, complete labeling, professional photos. You have a brand, not a prototype.
Production and shipping capacity
You can fulfill wholesale orders and ship internationally from your base in Latin America.
You want a channel beyond Amazon
You want to diversify your physical distribution in the US without cannibalizing your D2C channel or flying to trade shows.
How selling on Faire works.
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1
Sign-up and brand profile
Unlike retailers, brands have to apply to sell: Faire keeps a curated selection. Your profile includes your story, photos of your studio and what makes you different. It isn’t paperwork: it’s your first impression in front of thousands of retailers.
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2
Catalog and wholesale pricing
You upload your products with high-quality photos and wholesale prices, typically 40% to 55% of retail. You set order minimums, case packs and restock policies. All of it directly affects how many retailers buy from you.
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3
Getting matched with retailers
Faire works with you during your first 30 days to put you in front of retailers who are a good fit. The algorithm matches your brand profile with its retailers’ buying patterns. Free returns on opening orders take the risk out of trying new brands.
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4
Order and payment management
You confirm the order in your portal and ship straight to the store. Faire guarantees payment protection on every order: even if something goes wrong, you get paid. You choose between next-day payment (3% fee) or standard 30-day terms.
What you need to know before you set your prices.
Faire has a commission model you need to understand before you get in. Ignore it and your margins won’t work. The good news: you only pay when you sell.
New customer
The first order from a retailer who finds you through the marketplace.
Repeat orders
Once a retailer buys from you the first time, all of their future orders drop to 15%.
Faire Direct
Orders from your own wholesale customers you invite to Faire through your direct link.
When it makes sense, and when it doesn’t.
A 25% cut on new orders is significant. For products with tight margins or very low wholesale prices, the numbers may not add up.
No monthly fees, no listing fees. You only pay when you sell.
- Calculate your production cost per unit
- Set your wholesale price (40 to 55% of retail)
- Confirm a positive margin after Faire’s 25%
- Factor international shipping costs into the math
Sell-U runs this viability analysis with you before starting any process.
The benefits of entering Faire with Sell-U.
A strategic entry, not a guess
Faire has more than 100,000 brands. Going in without a strategy means disappearing in that sea. Sell-U positions you from day one with a profile the algorithm favors.
Pricing built so the business works
A pricing mistake can cost you months of losses. Sell-U runs the viability analysis before you upload a single product, so every order is profitable.
An English catalog ready for retailers
Your descriptions don’t just need to be in English: they need to be written for professional B2B buyers who review dozens of brands a week.
Access to a channel Amazon can’t give you
Faire opens the door to physical distribution in the US with no trade shows, no reps and no need to be in the country. A real growth channel for brands with a long-term vision.
Less time learning, more time selling
Faire’s learning curve isn’t trivial. Sell-U has already climbed it. You make and ship. We make sure the channel works.
What matters, straight up.
Don’t see your question? Message us and a specialist will reply within 24 hours.
What is Faire and how exactly does it work?
Faire is the #1 wholesale marketplace in the US, where retailers discover independent brands, place orders in manageable quantities, get 60-day payment terms and can return unsold products. You upload your catalog, the algorithm recommends you to relevant retailers, and you manage orders from your brand portal.
Do I need a US company to sell on Faire?
It isn’t mandatory, but it’s practically essential to operate smoothly. Most payouts require a US bank setup with a routing and account number. Without an LLC or legal entity in the US, getting paid in dollars gets complicated. Sell-U can guide you on how to set up that foundation before you apply.
What kinds of products work best on Faire?
Brands with their own identity and unique products retailers can’t find through mass distributors. Handmade cosmetics, lifestyle and home decor, gourmet food, stationery, wellness. What matters most isn’t the category, but that your product has a story and clear differentiation.
How much does it cost to sell on Faire?
Signing up and listing products is free. There are no monthly fees, listing fees or processing charges. You only pay when you sell: 25% on each new retailer’s first order and 15% on repeat orders. Orders from your own customers invited through Faire Direct carry no commission.
Is Faire better than Amazon for selling from Latin America?
They aren’t comparable; they’re different channels. Amazon connects you with end consumers; Faire connects you with professional retailers who then sell to their own customers. If you want to sell units to US consumers, go with Amazon. If you want to be on store shelves and build wholesale distribution, go with Faire. Many established brands run both in parallel.
What if a retailer doesn’t pay or returns the products?
Faire guarantees payment protection on every order. Even if something goes wrong, the brand gets paid. Retailers get free returns on their first order with each new brand. On later orders, the policy depends on what each brand sets in its profile.
Your brand can be in US stores sooner than you think.
Faire is the most direct way today for a Latin American brand to reach US brick-and-mortar retail. No trade shows, no middlemen, no need to move. Just your product, your story and the largest wholesale distribution network in the world.
Free initial evaluation. We tell you whether your product has potential on Faire before starting anything.