There are so many things to consider when choosing products to sell in your store.

Take time to consider some of the following before jumping into a decision.

As a business coach for paint and creative retailers, I work daily with paint retailers from multiple paint lines and I have the pleasure of working with a couple of them as a consultant.

I speak with new paint retailers daily and have gathered a list of considerations for choosing a paint line for your brick and mortar or booth space.

You must LOVE it. Period.

Without a doubt, you have to love the product to sell it. Hands down my #1 piece of advice.

If you have any products in your store you don’t love, stand behind and use yourself (or in your store) your customers will see through that and will not buy.

Try before you buy

This connects with my tip from above. You have to love the paint you are selling; how can you love it if you have not tried it?  It boggles my mind when retailers tell me “well I didn’t use it yet”. Try it, get starter kits, buy from another retailer, but use it before you make any further decisions.

Start-Up Costs

Most companies have a minimum order to get started. Be sure to ask.


Know the wholesale price and SRP, check the margins, look at shipping costs and be sure to ask if you can set your own price up or down. Some companies have strict policies. Be sure the numbers work.

know your numbers when choosing a paint brand to carry in your brick and mortar
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Many lines have contractual items you may not be aware of, some things to ask/consider: Do they require a minimum sales amounts to keep your contract? Are there other expectations from the company?  Some companies dictate number of workshops you must have, and/or require you to have certain marketing logo etc on your website and social media. Are you allowed to carry other paint lines or are their restrictions? How long is the contract? Know before you get too excited.


How is shipping calculated, shipping can make or break your margins. KNOW THE NUMBERS.

shipping costs can make or break your margins - know your numbers when choosing a paint brand to carry in your brick and mortar
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What is the minimum reorder amount if any?


Is training offered? Is there a cost? Is support offered when issues arise?


Is there a protected territory? What is the radius or way this handled? This is an important factor to consider. Be sure you are clear on this point.

protect your sales territory with your paint brands
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Online sales?

If you plan to sell online, do your research, some companies have separate contracts for online retailers. If this is a key part of your business model, be sure to know if you can sell online.

Consider selling your paint brands online, be sure you check with your paint brands prior to signing a contract
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Does the paint line have a support system for retailers, a private FB group or access to easy answers, etc. Can you call anytime and get answers?


Do they have a strong social media presence? Have a peek at their FB page, website and IG accounts. Are they promoting their retailers? Are social media accounts active and engaging?


Contact current retailers and ask them how they like carrying the product, does the brand have a good reputation? Does the owner have a good reputation? This is important as your customers will know too.

Does the paint brand you are considering for your brick and mortar have a good reputation
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Can you speak to someone before becoming a retailer?

Is there a real live human you can speak to before making the decision, they should be vetting you as much as you vet them.

Do they have an application process or do they accept anyone?

This may or may not be important to you, but consider companies that accept anyone anywhere. If you want a stable, quality product, they should be picky about who sells it, if not, it will be available everywhere by everyone, this, in my experience, equals tons of bad advice and poor results for customers. Consider this point if you are not asked any questions about your business.


Look at the options available to you, and think of what is important to you, and be sure to try and use and like the product you choose.

I know it’s a lot, but knowing the questions to ask and things to look for will help you make that decision. It’s a big investment. Some of the above may or may not be important to you, that’s ok.

What Paint Lines are out there? And how do you start selling paint?

I work with retailers from several paint lines, if you are looking for information on how to bring a paint line into your store, I have an easy reference for you. Click here to see my reference list of all the specialty paint lines you could work with and learn where to apply to be a retailer. I don’t vouch for these companies, but they will give you a great place to start using my advice from above!

In full disclosure, I work with Miss Mustard Seed’s Milk Paint and consult with The FAT Paint Company, and carry others, however, the list includes these two and several more that my coaching clients currently carry. 

Now…it’s time to get more paint sales in your shop!

If you’ve picked your paint lines and you’re ready to get paint sales, wouldn’t it be great if you could ask the industry leaders how to best sell your paint? Well, here’s your chance. I have gathered all the best paint selling advice from the industry’s top leaders in my Creative Retailers Sales SucCess Guide here!!!  These tips will help store owners maximize paint marketing!

Xo, Wendy

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How to choose the best paint to sell in your brick and mortar store with Wendy Batten
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The Creative Shop Owner's Success Guide

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