456 | 690 Wholesale Accounts and We Still Found Money Left on the Table, Case Study with Rachel O’Neill, Loftipop — Proof to Product

Thirteen years in business. Nearly 700 wholesale accounts. And the biggest shift Rachel O'Neill of Loftipop made this year was admitting her wholesale business was being run like a D2C channel.

If you started in direct-to-consumer and layered wholesale on top, this episode will feel familiar. Rachel came into Paper Camp with a thriving business at Loftipop and left with major enhancements: separate pricing logic, a leaner product line, and a strategy built around the retailers she already has.

In this episode, you'll learn:

Why wholesale is not an extension of your D2C business — it's a separate model with its own pricing, margins, and rules
How Loftipop added 60 accounts in the 6 months after Paper Camp, growing from 690 to about 750
Why Rachel discontinued SKUs that were still selling — and why she felt "so much lighter" afterward
How to run channel-by-channel margin math before keeping a product in your wholesale catalog
What it looks like to nurture current retailers — email outreach, direct mail, and consistent touchpoints — instead of only chasing new accounts
How staying open to change, 13 years in, became the shift that moved her whole business forward

From the episode:

"The biggest takeaway is that your wholesale business is not D2C. We came into wholesale thinking it was just an extension of our D2C... it's actually a whole separate business model and strategy." — Rachel O'Neill

"If you're serious about wholesale, it's 100% worth the investment. In terms of numbers, we've already made our money back and more." — Rachel O'Neill

Paper Camp is currently open for enrollment, which only happens twice a year!

You can view full show notes and more at http://prooftoproduct.com/456

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