Faire expands marketplace beyond retail

By Lauren Mitchell 19/06/2026 2 min read 6 views

Faire, the wholesale marketplace connecting independent retailers with niche brands, has expanded its platform to allow hotels, offices, and other businesses to purchase products for internal use rather than resale.

Jennifer Burke, Faire’s chief revenue officer, explained that the change followed observations of buyers sourcing items like mints, candles, and snacks for mini bars, client gifts, or front-desk displays. A pilot program last year attracted around 5,000 buyers, prompting an official April launch that lets customers indicate whether they’re buying for resale or business use.

Burke stated that the company’s existing advantages—unique products and streamlined ordering—appeal to this new segment. The move aligns with a growing trend of brands appearing in unexpected settings, such as Le Labo’s partnership with Equinox to stock locker rooms or MadeGood snacks served on Delta flights.

The shift positions Faire between a wholesale marketplace and a procurement network. With over 100,000 brands available, the platform has become a go-to for small retailers discovering emerging products. Businesses like offices and hotels can now access these same goods, which are often unavailable through mass-market platforms like Amazon.

Companies seeking a premium touch have adopted the option, using locally made candies or branded pens at reception desks. The JW Marriott in San Francisco, for instance, has selected local products for guest gifts. Burke noted that such curated offerings are difficult to find elsewhere.

Faire spent four months updating tax and documentation processes to support business-use buyers, who require different handling than resale customers. The company also adjusted its marketing approach, broadening outreach through paid ads. Burke emphasized the need to tailor messaging for this new audience.

Non-retail buyers could generate fresh demand for brands. Sellers have requested the ability to set different prices for various buyer types. Currently, brands can decide whether to allow business-use buyers to view their products and review each order before acceptance.

Meg Mallozzi, sales and growth manager at Simply Gum, said the Brooklyn-based brand has used Faire for wholesale orders for two years. When the business-use option launched, the company contacted past buyers—hotels, spas, and law offices—that had been excluded due to missing resale tax IDs.

Mallozzi highlighted new opportunities in client gifting, mini bars, and guest amenities. Simply Gum’s individually packaged mints and fruit gummies, made without cane sugar, have become popular for business use. The brand’s sleek, eco-friendly packaging fits the premium experience many businesses aim to provide.

“We enjoy being part of those special moments,” Mallozzi said. “It adds value to the customer experience.”

Small brands gain access to new customers without major operational changes. Burke noted that growth often requires presence beyond a direct-to-consumer site.

Retail earnings continue to reflect strong consumer spending.