Why line sheets matter
They’re the passport for a D2C brand entering wholesale: buyers evaluate dozens of brands and give each a glance, and the line sheet is that glance. A consumer-facing lookbook full of lifestyle mood answers none of a buyer’s questions, what does it cost me, what margin do I make, what must I order, while a tight line sheet answers all three before the meeting starts.
What buyers expect on it
- Per productPhoto, name, SKU, sizes or variants, wholesale price, and MSRP
- The commercial frameMinimum orders, case packs, and payment terms
- LogisticsLead times, shipping windows, and reorder availability
- Contact and ordering pathWho to email, or the portal to order through
Questions
Line sheet vs lookbook: what’s the difference?
Audience and job: the lookbook sells the brand’s world to anyone, the line sheet sells the economics to a buyer, prices, margins, minimums, in a skimmable grid. Wholesale-ready brands carry both, and never make a buyer hunt through mood photography for a wholesale price.
What margin do retail buyers look for on a line sheet?
Enough room between wholesale and MSRP to run their business, with the exact expectation varying by category and channel. The practical test is building the line sheet backward: if the wholesale price that gives buyers their customary margin doesn’t cover your costs, the wholesale channel isn’t priced yet.