Retail is brimming with lookalikes. Customers scroll, compare, and often forget what they saw five minutes ago. When everything blends into everything else, distinctiveness is not a luxury, it is the path to growth.
That is why a carefully curated interior wholesale partner makes such a difference. One that helps you sell a point of view, not just a pallet of stock. One that treats you as a collaborator, not a checkout page.
Welcome to a community of storytellers. More than 3,000 retailers already shape their ranges with handcrafted pieces and a brand ethos rooted in design, craft, and care. If you value authenticity over volume and relationships that outlast the season, you will feel at home here.
A wholesale partnership that puts character first
Madam Stoltz was founded on a simple idea: real homes need items made by real hands. Scandinavian calm meets craft traditions from India, Morocco, Vietnam and beyond. The result is a look that feels effortless yet intentional.
Collections arrive as complete stories. Picture a neutral base of linen, raw woods and softened metals, lifted by hand-blocked prints, fluted glass, carved details and woven rattan. Tones move from warm olive and vintage teal to lilac and chalk, making it easy to compose rooms that feel grounded and inviting.
It is a range built to mix, layer and live with. Small variations are celebrated, because the pieces are made by people, not machines. Customers sense that honesty from the moment they touch a cushion tassel or hold a mouth-blown lantern. It’s the opposite of anonymous décor.
What you gain as a stockist
Partnering with a design-led wholesale brand should feel energising. It should give you tools, focus and a distinct voice in a busy marketplace. Here is how that looks in practice:
- Ready-made collection stories: seasonal assortments that merchandise beautifully, from window display to web banner.
- Authentic craft: long-standing partnerships with family-run workshops deliver consistency, subtle variation and longevity.
- Sustainability by design: recycled cottons, reclaimed woods and low-waste processes are not afterthoughts, they are standard.
- Business that holds value: strong perceived quality supports healthy margins and repeat custom.
- Confidence in curation: a clear aesthetic thread keeps your range coherent without feeling strict.
Support runs deeper than product. You gain access to a curated image bank with mood photography, lifestyle content and printable collection packs. Your country manager knows your market and is a call or message away. As the team puts it, WE LOVE TO HELP: Your account manager is ready to support you with anything from product information to personal advice.
From product to story, and story to sales
Customers buy how a room makes them feel. They remember where an object came from, who made it, why it looks the way it does. Madam Stoltz invites retailers to tell those stories with confidence.
That can be as simple as a swing tag explaining that a glass vase is formed from recycled shards, or a shelf card noting that textiles are woven on pit looms. Many partners use the brand’s image bank to craft short posts that show the maker’s hand, the colour palette behind a collection, or the founder’s origin in India. These touches convert browsers into buyers by adding meaning to beauty.
Narrative has a practical upside too. It gives your staff something memorable to share and encourages customers to treat your shop as an inspiring destination rather than a place to price-check. When you carry pieces chosen by heart, that human quality travels with them.
Are we a good fit?
This is not a mass market model. Madam Stoltz chooses to be where the brand is valued, not everywhere. The retailer community is curated so each partner can shine in their area, with space to build loyal followings.
If your shop or showroom thrives on curation, if you care about local presence and long-term relationships, you will recognise yourself in the criteria below.
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Selection criterion |
What it means for you |
|---|---|
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Alignment with values |
You champion design-led, artisan-crafted home décor and tell the story behind the work. |
|
Local presence |
You serve your community well, online or on the high street, and act as a true brand ambassador. |
|
Long-term focus |
You plan ranges, restock thoughtfully and build steady growth alongside the brand. |
|
Sensible exclusivity |
You appreciate limited distribution so each stockist can focus on the range without oversaturation. |
|
Customer fit |
Your clientele is design conscious, mid to high spend, and responsive to curated, characterful goods. |
Selectivity benefits everyone. Your customers enjoy a more distinctive edit. You avoid direct price competition with a dozen nearby stores. The brand keeps its integrity and supports you more personally.
Practical support you can rely on
No retailer succeeds on pictures alone. Day-to-day, reliable support matters: product details on hand, lead times that make sense, visual assets that lift your merchandising without eating your week.
- Image bank and collection packs: high quality lifestyle photography, cut-outs and text highlights for web, social and print.
- Dedicated contacts: a country manager who understands your market; an account manager who helps with training, orders and planning.
- Visibility and traffic: trade fair presence builds interest; a Shopfinder listing routes consumer enquiries to stockists, not a direct-to-consumer checkout.
Training is practical and friendly. Expect guidance on pairing textures, striking the right balance of calm and colour, and creating micro-stories across your floor. Whether you need a quick fact for a product card or a full window concept, help is close by.
Merchandising that invites people to linger
Great retail theatre rests on small, consistent choices. These collections make it easier.
Start with a neutral canvas. Think pale oak, putty linen, sand ceramics. Then bring in one accent family and stick with it across a zone: olive glass, olive stripe, olive tassel. Quiet repetition draws the eye without shouting.
Use texture to create depth. A carved wooden tray beneath a fluted glass hurricane. A slubby cushion against a smooth velvet chair. Arrange in threes at varying heights. Keep a few items within reach; tactile moments close sales.
Colour shifts with the season. In spring, let lilac and chalk freshen the floor. In late summer, move towards teal and warm brass. Rotate props rather than resetting everything, and your regulars will notice the change without feeling lost.
Tell one sentence of story per cluster. “Hand-knotted by a women’s cooperative near Delhi.” “Mouth-blown from recycled glass.” Make it easy for customers to repeat that line to a friend when they post a picture later.
What sets the design language apart
Styling guidance is only part of the picture. The product DNA carries its own momentum. The current collections often reference sea-swept ripples, soft 1940s curves and the calm order of Nordic neutrals, then offset that with worldly tactility. It’s a considered balance: never sterile, never chaotic.
The mix is broad enough to furnish rooms yet tight enough to stay coherent, providing versatile interior decor solutions that seamlessly integrate interior design principles. You can dress a dining table, light a hallway, warm a reading nook and still feel the same hand behind it all. This coherence speeds decision-making for both staff and shoppers.
Because pieces are handmade, each repeat order still feels fresh. The weave might sit slightly differently, the glaze may vary by a shade. These subtleties remind customers they are buying something with a human origin.
Wholesale distribution allows retailers to access a varied product range at competitive rates, maximizing their potential for profit. For a boutique aiming to enhance their offerings, partnering at a wholesale level provides a broader palette from which to curate. With products flowing in from multiple suppliers, a shop doesn’t just fill shelves but creates layered narratives in retail spaces. Each piece, whether it be a vase or a woven textile, adds its distinct story but fits seamlessly into a coherent brand vision. This way, boutiques can craft a unique shopping experience that’s both diverse and cohesive, attracting customers who value originality and craftsmanship.
A retailer story, imagined
Picture a coastal boutique with a modest footprint. The owner carries a handful of lines but struggles to build a clear story. After joining the community, she receives the autumn image pack and a call from her account manager. Together they sketch a plan: a calm base in natural wood, a teal-led accent set, lanterns by the window for evening glow.
They launch with a table vignette. Woven placemats, recycled glass tumblers, a carved serving board. Price points tier gently. A short card explains where the glass is made and why no two pieces look identical. In the first month, average basket size lifts because customers add one more tactile item to finish the set.
On social media, the shop’s grid starts to look consistent. Lifestyle shots from the image bank sit next to in-store photos. Local followers tag the store, asking to reserve the fluted vase or the block-printed runner. Because the brand redirects web traffic to the stockist through the Shopfinder, new customers arrive having already seen the look.
The owner messages her country manager with a question on lead times for a refill before a bank holiday. She gets a clear answer the same day and a suggestion to try a smaller lantern size that pairs well with her best-selling candle. The calm confidence of the partnership shows up in sales, but it also shows up in the way the shop feels to visit.
How to become a partner
The application is straightforward and designed to check fit rather than box-ticking for its own sake. Share your company details, your channels, a sense of your audience and your approach to curation. The team considers geography, existing coverage and how best to support you.
If it looks like a match, your country manager will reach out. You’ll get access to the image library, the latest catalogues and pricing, plus guidance on a first order that balances statement pieces and reliable staples. Some retailers begin with a focused edit to establish the look before scaling into larger seasonal drops.
Because distribution is limited, timing can matter. If your area is open, brilliant. If not, staying in touch still helps, as territories shift and new opportunities appear. The goal is not volume at all costs, but the right fit for the long haul.
Why this model works for retailers
Limiting the network means less internal competition and more attention per partner. Your team benefits from consistent assets and clear advice, while customers enjoy a shopping experience that feels special without feeling precious.
There is no rush to discount to keep up with a race-to-the-bottom marketplace. The brand’s story, craft and quality hold their value. Over time, that stability can anchor your home category, giving you room to introduce new lines around it without diluting your identity.
Most of all, it’s good retail. Beautiful things made by skilled people, presented with integrity, supported by a team that answers the phone. If that sounds like the way you prefer to trade, you’re exactly who this community was built for.
Ready when you are. Join a family that celebrates the imperfect, the authentic and the beautifully made.