Tens of thousands of businesses have tried to join Faire over the years for a purpose the platform wasn’t originally built for: buying wholesale products for their own operations rather than for resale. Today, Faire is opening its doors to them.
This marks a notable evolution for Faire as the company opens its platform to a much broader segment of wholesale demand and a new category of buyer, including restaurants, hotels, corporate buyers, and event companies.
There are millions of these businesses in North America alone, and nearly 5,000 participated in a recent pilot, placing millions of dollars in orders on Faire. Early adopters include the JW Marriott San Francisco Union Square.
“Businesses come to Faire looking for something that helps them stand out, products that create a feeling and reflect their creative vision,” said Faire co-founder and CEO, Max Rhodes. “Opening the platform to these buyers is a step toward a future where more businesses, whether stocking their shelves, designing a space, or bringing a menu to life, can easily discover distinct products to build thoughtful, curated experiences for the people they serve.”
A large, underserved segment of wholesale demand
Across industries, businesses that buy wholesale for their own use represent a substantial and largely underserved portion of the wholesale market. These buyers make high-stakes purchasing decisions that directly impact the quality of their service, the feel of their spaces, and the experience they deliver to customers, including:
- Boutique hotels and hospitality groups stocking guest rooms with candles, robes, and minibar goods or curating welcome trays that reflect their brand
- Restaurants, cafés, and bars sourcing everything from specialty sauces and pantry staples to ceramics, glassware, and table linens
- Wellness, fitness, and medical practices stocking skincare, towels, and treatment room essentials that shape the client experience
- Offices and corporate buyers building client gift boxes, employee welcome kits, or stocking snacks, coffee, and workspace essentials
- Event planners and community spaces purchasing décor, favors, paper goods, and supplies in bulk for weddings, corporate events, or local gatherings
Despite their scale, many still rely on manual workflows like direct emails and spreadsheets, and lack seamless access to unique, differentiated supply. By welcoming these buyers onto the platform, Faire is reducing the operational burden of sourcing wholesale products while helping connect brands with a new class of customers.
Strong early traction signals long-term opportunity
Interest from this segment has been building for years, and pilot results suggest strong pent-up demand. Early adopters include a range of businesses across industries, from independent operators to larger businesses like JW Marriott San Francisco Union Square, using Faire to purchase premium CPG products to stock its convenience shop, JW Market, shoppable for guests via a complementary food and beverage hotel credit.
These buyers are coming to Faire for the same reason retailers do: seamless access to a broad, curated assortment of products that’s difficult to replicate through traditional sourcing channels. “We’re always looking for ways to elevate the guest experience, and that extends to the products we offer in our retail space,” said Anthony Le, Director of Rooms at JW Marriott San Francisco Union Square. “Through Faire, we’ve been able to source unique and locally relevant products. It’s allowed us to curate a more elevated and distinctive offering for our guests.”
This expansion builds on broader momentum across the platform, where hundreds of thousands of retailers and brands are transacting nearly $3 billion in wholesale volume annually, highlighting the scale of the platform that Faire is now extending to a broader set of buyers.
New growth for brands
For brands, the expansion introduces both a new growth channel and a way to better manage existing demand. Many brands already serve business-use buyers today, but often through workflows that are hard to manage at scale. At the same time, increasing revenue from these buyers has historically required dedicated sales resourcing, making it difficult for brands to grow this part of their business efficiently.
By enabling this category of buying on Faire, brands can bring more of that demand into one platform, streamline operations, and reach new customers that are difficult to access through traditional wholesale channels.
Confection company Simply joined Faire in 2020 and has since generated millions in orders on the platform from over 5,000 retailers. As a premium CPG brand, a portion of its business comes from business-use buyers, including hotels, wedding planners, and corporate gifting partners.
“We’re incredibly excited about the launch of Business Use Buyers on Faire,” said Meg Mallozzi, Sales and Growth Manager at Simply. “It removes a key barrier that previously kept many of our hotel, minibar, and office partners off the platform. Now we can bring them into a seamless ordering experience with full catalog access, easier reordering, and all the benefits of being a Faire buyer. It’s a meaningful unlock for growth, and we’re excited to get Simply into more workplaces and guest spaces nationwide.”
Built with control and transparency
This expansion was built to reflect the same trust and flexibility that underpin Faire’s platform:
- Brands can choose to sell to this segment, ensuring they remain fully in control of how and where their products appear.
- Business-use buyers are clearly labeled and must meet brand minimums, while brands will maintain approval controls for every order.
- Business-use buyers pay applicable sales tax on their purchases, reflecting their role as end consumers rather than resale businesses.
Extending Faire’s role in the wholesale ecosystem
The introduction of business-use buyers marks a meaningful evolution for Faire from a platform built primarily for retail inventory to one that supports a wider universe of wholesale buying.
Over time, this creates the foundation for Faire to serve a much larger share of how businesses discover and source products across categories, industries, and geographies.
About Faire
Faire is an online wholesale platform used by independent retailers to source unique products from around the corner and around the world. Faire’s data-driven approach levels the playing field for independent retailers by offering net 60 payment terms and free returns on opening orders, eliminating inventory risk and providing access to capital. For brands, the platform provides powerful sales, marketing, and analytics tools, so sellers can simplify their wholesale business and focus on making great products. To date, Faire has facilitated over 10M new connections between brands and retailers on the platform. For more information, visit www.faire.com.
View source version on businesswire.com: https://www.businesswire.com/news/home/20260618757187/en/
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