How to Write a Wholesale Line Sheet That Gets Orders
The short answer
A wholesale line sheet is a one to two page document a retail buyer uses to place an order. It lists your products with photos, SKUs, wholesale and retail prices, minimum order quantity, case packs, lead time, and how to order. A good line sheet answers every question a buyer has before they can say yes, on a single skimmable page. If a buyer has to email you to find your prices or your minimum, the line sheet has already failed.
What is a line sheet, and why does it matter?
A line sheet is the document buyers actually order from. It is not your brand story or a glossy catalog. It is a clean, practical reference that shows what you sell, what it costs, and how to buy it. A clear line sheet makes you look like a professional supplier and removes the friction that stalls deals. A lookbook, by contrast, sells the feeling of the brand. You may use both, but the line sheet is the one that closes the order.
What should a wholesale line sheet include?
Include every detail a buyer needs to make a decision and place an order, and nothing that gets in the way. The table below covers the essentials.
| Element | Why it matters |
|---|---|
| Brand header (logo, one line, contact, website) | Tells the buyer who you are and how to reach you |
| Product photo (clean, consistent) | Buyers will not order what they cannot picture on the shelf |
| Product name and SKU | Removes ambiguity when ordering and reordering |
| Wholesale price and retail price (MSRP) | Lets the buyer see their margin at a glance |
| Case pack (units per case) | Tells the buyer how the product is sold |
| MOQ and opening order minimum | Sets expectations before a buyer commits |
| Lead time | Buyers plan around when stock will arrive |
| Payment terms | Removes a question that would otherwise need an email |
| How to order | Makes the next step obvious and easy |
Useful extras, where they apply: bestseller flags, certifications (organic, allergen, safety), product dimensions or ingredients, and the ship window for seasonal ranges.
How should you lay out a line sheet?
Design the line sheet for skimming. A buyer should be able to find any product, its price, and its minimum in seconds. Clean beats clever every time.
- Use a simple grid with one product per cell.
- Keep photography consistent, ideally on a white background.
- Group products by collection or category so the range is easy to navigate.
- Put the price right next to each product, never on a separate page.
- Keep it to one or two pages and export as a PDF.
- Stay on brand, but do not let design get in the way of the information.
What are the most common line sheet mistakes?
Most weak line sheets fail for the same few reasons, and every one of them is easy to fix.
- Missing prices or minimums, which forces the buyer to email and breaks momentum.
- No photos, or inconsistent photos that make the range look unprofessional.
- Too many pages, so the buyer cannot find what they need.
- No retail price, so the buyer cannot see their margin.
- No contact details or order instructions.
- Out-of-date stock and pricing that erode trust the moment a buyer notices.
How do you use your line sheet to actually get orders?
The line sheet is a tool inside your outreach, not a standalone. It works hardest when it is paired with a sharp pitch and ready samples. Attach it to cold emails, bring a printed copy to in-person visits, and send it the moment a buyer shows interest, then keep it current.
- Attach the PDF to your pitch emails to buyers.
- Bring a printed copy and samples to in-person visits.
- Update it each season, and whenever prices or stock change.
- Keep your pricing consistent with the rest of your channels.
A strong line sheet is part of the wider sales kit you need to get your product into retail stores. Building that kit and running the outreach around it is exactly what Ginger does for brands.
Frequently asked questions
- What is the difference between a line sheet and a lookbook?
- A line sheet is the practical ordering document, with products, prices, and terms. A lookbook is a visual, brand-led catalog made for inspiration. Buyers browse a lookbook, but they place their order from the line sheet.
- What should be on a wholesale line sheet?
- Product photos, names, and SKUs, your wholesale and retail prices, case packs, minimum order quantity, lead time, payment terms, and clear instructions on how to order, plus your brand name and contact details.
- How long should a line sheet be?
- As short as it can be while showing your range clearly, usually one to two pages. Buyers skim, so a tight, well-organized line sheet beats a long one they have to dig through.
- Do I need to show the retail price on my line sheet?
- Yes. Showing the suggested retail price next to the wholesale price lets a buyer see their margin at a glance, which removes friction and makes the buying decision easier.
- What format should a line sheet be?
- A PDF is standard, because it keeps your layout intact and is easy to email and print. Keep an editable source file so you can update prices, stock, and seasonal products quickly.
Want this done for you?
Ginger finds the retailers, runs the outreach, and grows your reorders on Faire and beyond. You make the product, we grow the orders.
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