A wholesale pitch becomes easier to evaluate when the buyer can quickly understand what you sell, what it costs them, what they can sell it for, and how to place an order. That is the job of a line sheet.
A line sheet is not a lookbook. A lookbook sells the world around the collection. A line sheet organizes the commercial facts needed to evaluate and order the product.
The one-page line sheet structure
For a small collection, start with one clean page. Expand only when the number of SKUs requires it.
Header
- Brand name and logo
- Season or collection name
- Wholesale contact name and email
- Website and relevant social handle
- Order deadline or delivery window if applicable
Product block
Each product should have a consistent block containing:
- Product name
- Style or SKU number
- Clear product image
- Available colors
- Available sizes
- Wholesale price
- Suggested retail price, if you provide one
- Pack or minimum quantity requirements, if any
- Short material or construction note when relevant
A copyable product-row template
STYLE: II-TEE-001 PRODUCT: Heavyweight Graphic Tee COLOR: Black SIZES: S / M / L / XL WHOLESALE: $____ SUGGESTED RETAIL: $____ MINIMUM: ____ units DELIVERY: __________ NOTES: ____________________
Replace the blanks with your real economics. Do not choose a wholesale price because it “sounds normal.” Build it from your actual unit cost, packaging, inbound freight, payment costs, labor, and required margin.
Keep the product image functional
The buyer needs to identify the product quickly. Use a clean front image and add a back image when the back graphic or construction materially affects the item. Lifestyle imagery can support the pitch, but it should not make the product information harder to read.
Separate wholesale terms from product data
Add a short terms section at the end rather than repeating terms under every SKU. Useful fields include:
- Opening-order minimum
- Reorder minimum
- Payment timing
- Estimated production or delivery window
- Shipping responsibility
- Return or defect process
- Order-change cutoff
Your terms should reflect how your business actually operates. If a term has not been decided, decide it before outreach rather than improvising it with each buyer.
Build a simple wholesale order calculator
Before sending the sheet, test a sample order:
Wholesale revenue = units ordered × wholesale unit price
Estimated gross contribution = wholesale revenue − direct product and order costs
Run the math at your minimum order quantity. If the smallest allowed wholesale order creates too little contribution to justify production, packing, communication, and fulfillment, the minimum or pricing needs another pass.
Line sheet quality-control checklist
- Every SKU is unique.
- Prices match the current price list.
- Available sizes and colors are accurate.
- Images match the product being offered.
- Minimums are stated clearly.
- Contact information works.
- Delivery expectations are realistic.
- The PDF is readable on a phone as well as a laptop.
Line sheet vs. lookbook vs. pitch email
Use the pitch email to earn attention, the lookbook to communicate the collection visually, and the line sheet to make buying easier. One document does not need to do all three jobs.
Start small and make reordering easy
An independent brand does not need a 40-page wholesale deck to approach its first boutique. A clear line sheet, reliable product information, realistic terms, and professional follow-through are more useful than excessive presentation.
For clothing-brand planning and creative support, see ii syndicate LLC services. For broader founder worksheets and operating resources, explore The Entrepreneur Resource Vault™.
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