How to say no to stockist inquiries professionally

Saying no is hard when you're a small brand. Every stockist feels like revenue. But the wrong stockist dilutes your brand, creates support headaches, and sometimes doesn't pay.

When to say no

• They sell products that don't align with your brand positioning
• They're in a location that overlaps too closely with an existing stockist
• They can't meet your minimum order
• They have a reputation for heavy discounting
• Your gut says no

The template

Subject: Re: Wholesale enquiry

"Hi [name], thanks so much for your interest in [brand]. I've had a look at [their store/website] and I think it's a great space. Right now, we're being quite selective about new wholesale partnerships to make sure we're supporting our existing stockists well. I'm not able to take on new accounts in [their region/category] at the moment, but I'd love to keep you on file for when that changes. Thanks again for reaching out. [you]"

Why this works

• Compliments their store (genuine, not patronising)
• Gives a real reason (protecting existing stockists)
• Leaves the door open (you might want them later)
• Doesn't say "you're not good enough"

See how AI streamlines wholesale communication →

Further reading

• InboxAgents: AI for business communication