Explore Shabby Chic Wholesale Treasures

Shabby chic has a habit of winning hearts. Retail buyers see it every season when customers reach out for pieces that feel lived in, warm and quietly stylish. When those pieces are handmade, responsibly sourced and tied to real stories, they do more than fill a shelf. They set the tone for an entire shop.

Why shabby chic wholesale still wins attention

While interiors trend cycles rise and fall, the pull of the imperfect stays strong. People want rooms that look collected, not contrived. They are drawn to textures with a human touch, timeworn finishes, soft colour, and details that hint at travel and heritage.

For retailers, this is fertile ground. Shabby chic done well offers entry price points and aspirational hero items in the same family. It suits boutiques with limited space, it photographs beautifully for e‑commerce, and its pieces layer comfortably with existing ranges. The result is a category that performs throughout the year.

The Madam Stoltz signature: handmade, nature-led, quietly Nordic

Madam Stoltz is known for interiors that marry Scandinavian calm with global craft. Think Bornholm’s rugged coastline translated into ripples on textiles and glass, or Indian block-prints softened by Nordic neutrals. The look feels collected over time, not bought in a single afternoon.

Materials tell the story. Recycled cotton becomes a stonewashed throw with a softened hand. Mouth-blown glass adds gentle light to a console. Bamboo and wood bring warmth to dining, while hand painted stoneware provides that tactile, wabi-sabi moment at breakfast. Even small accessories carry texture and character.

Colour keeps things grounded. Sand, stone and olive set the base, then a mustard stripe or a dusty blue check quickens the mood. A wash of pink on stoneware brings a gentle lift without stealing the scene. Nothing shouts. Everything works together.

Key design cues at a glance

The shorthand that buyers often use for this range can be captured in a simple view. It helps when planning a buy, merchandising a window, or briefing staff on the look and feel.

One range, many stories. That is the charm.

More than a supplier: a creative partnership

With over 3,000 retailers worldwide, Madam Stoltz runs on relationships, not volume. The brand invites shops into a curated community that values design, craftsmanship and storytelling. Not every door is opened. The focus sits with partners who want thoughtful collections and the space to shine in their own market.

The partnership starts with trust. You are never left to guess the mood of a season or the backstory of a piece. You can draw on a ready supply of words and images that build a narrative your customers can feel.

Join our Madam Stoltz community of storytellers.

Visuals, training and everyday support

Practical support arrives on day one. Retailers receive access to a curated image bank filled with lifestyle shots, mood photography and ready-to-use collection packs. That saves precious hours in content production and gives your channels a professional edge.

You are also paired with a country manager who understands your market. Questions about fabrics, lead times or what sells in your region are handled by someone only a call or message away. The team is compact, which keeps the service personal. Buyers often say they speak to the same person season after season.

Behind the scenes, detailed line sheets, product specifications and seasonal lookbooks help you brief staff. A five minute training chat before doors open can equip your team to talk about block-printing, stonewashing or the recycled composition of a pouch. That kind of detail sells.

Merchandising ideas that turn browsers into buyers

The shabby chic mood thrives when curated with intention. A few small tweaks in display and assortment can increase dwell time and basket size.

• Layered textures on one table
• Colour stories by tone, not by SKU
• Height play with stools, crates and stacks
• Light pools with clusters of small lamps
• Mix new-in with familiar favourites
• Add a narrative card beside a hero piece

Each idea nudges the experience closer to home, which is where this look does its best work.

Seasonal stories, selective distribution

Rather than flood every postcode, Madam Stoltz keeps distribution selective. That protects margin and preserves a sense of discovery for your customers. It also means your window can feel genuinely different from the shop two streets over.

Seasonal collections carry a clear thread. One year the sea becomes a motif seen in ripples, waves and ocean-washed hues. Another season might put artisan checks and playful folk creatures front and centre. These narratives give retailers an instant theme for windows, newsletters and in-store displays.

Trade fairs, showrooms and digital previews keep partners close to the creative process. Feedback flows, adjustments are made, and the collection lands with a story intact.

What retailers gain when they join

Retailers often join for the look, then stay for the relationship. It helps to spell out the day-to-day advantages that come with membership.

After reading this, you may want a crisp summary.

• Artisan product depth: Handmade textiles, glass, wood and stoneware that feel authentic in the hand.
• Selective distribution: A curated network that reduces range fatigue and price wars.
• Ready-to-use assets: High quality lifestyle imagery, product copy and seasonal narratives for your marketing.
• Dedicated support: A country manager on call for orders, advice and market insight.
• Sustainability cues: Recycled fabrics and responsible materials that resonate with today’s shopper.
• Display confidence: Lookbooks and collection packs that make windows and online listings cohesive.

These points translate directly to customer interest and retailer ease.

How onboarding works in practice

Getting started is straightforward. Once approved, you receive login details for the B2B portal, access to the image bank, and an introduction to your account contact. The first assortment is usually shaped around a clear theme and a set of anchor items that suit your space and market.

Order windows open around seasonal launches. Retailers can book appointments at trade fairs, drop into the Bornholm showroom by arrangement, or meet virtually to walk through the line. Delivery is planned with your calendar in mind, and reorders are supported while stock allows.

During the season, regular emails share fresh content, small capsule drops and styling ideas. If questions arise about product stories or care, your manager replies quickly and with detail. The human touch is not a slogan, it is a practice.

Product moments that customers remember

A few vignettes help bring the assortment to life on the shop floor.

One corner holds a stack of stonewashed cotton bedcovers, each one folded to show the soft fray of an edge. The palette sits in sand, khaki and a quiet dusty blue. A small card explains the wash and the recycled fibre content. Customers run a hand across the fabric, then pick up a matching cushion without prompting.

Near the till, a row of mouth-blown glass bud vases catches afternoon light. The forms are simple, the colours gentle. Add a sprig from the flower stall next door and you have an easy gift that sells itself.

A dining setup shows hand painted stoneware plates with uneven rims beside enamelled metal side tables. The mix reads collected, not staged. Flatware in warm brass finishes the scene. People pause, take a photo, ask if the tables are available in the darker colour too.

In a children’s nook, a checked cotton throw meets a playful animal motif on a small cushion. The kitsch note is intentional and light hearted. Parents smile. That is a sale with a story.

Pricing, margin and range planning

Shabby chic spans price points comfortably. Accessories and textiles provide approachable entry prices while furniture and lighting bring higher ticket interest. Planning a mixed basket is easy when the design language is consistent. The smaller pieces often act as your weekly bread and butter, the larger ones turn into statement purchases that anchor a room.

Tie promotions to story, not only to price. A weekend focus on “hand printed textiles” with a window change and an Instagram reel often creates more energy than a blanket percentage-off sign. When the brand’s visual assets and copy are ready to go, these campaigns take less time to prepare.

Content you can use right away

The image bank is built to help retailers stand out. Mood photos show full-room styling, detail shots make product pages feel tactile, and ready-made collection packs provide copy that explains techniques and origin. Many partners build newsletters by choosing a handful of photos, adding prices, and hitting send.

If you would rather write in your own voice, the brand stories behind each item give you ample material. A lamp colour drawn from a Bornholm sunset. A quilt printed in a family workshop in the south of India. These lines turn an object into a conversation.

How the community works

There is pride in being selective. Madam Stoltz would rather be valued than be everywhere. That mindset shapes the community ethos. Retailers are invited for the long term and treated as collaborators. Ideas travel both ways. A boutique in a coastal town requests more muted green glass one season. The request is heard. The next catalogue shows a shade that sits beautifully against driftwood and white plaster walls.

Local presence matters. Country managers know their markets and their retailers by name. They organise showings, share what is selling, and help with timing. Being part of a network of like minded shops adds a sense of shared purpose that customers feel when they walk through the door.

Ready when you are

Become part of a carefully curated group that shares a love for design, craft and story. At Madam Stoltz, we choose partnership over volume, character over sameness, and relationships that last.

JOIN US. You will get a dedicated manager who knows your market, a full image bank to power your marketing, and help whenever you need it. We love to help, whether the question is about a fabric weave, a delivery date, or how to style a window for the first warm weekend of spring.

Welcome to the Madam Stoltz family.