Introduction
If you’re an independent knitwear brand — whether you’re making luxury cashmere sweaters, merino layering pieces, or playful kids’ cardigans — you’ve probably heard the name Faire tossed around in wholesale circles.
Faire is one of the fastest-growing wholesale marketplaces in the world, connecting independent brands directly with independent retailers. For small and medium-sized knitwear makers, it offers something rare: a curated sales channel that does the heavy lifting of buyer discovery, payment processing, and logistics — without requiring a dedicated sales team or a packed trade show calendar.
But here’s the truth most brand owners discover too late: simply listing your products on Faire isn’t enough. Success on the platform requires a strategic approach to product selection, pricing, storytelling, and order management.
This guide walks you through everything you need to know to launch — and thrive — as a knitwear brand on Faire.
What Is Faire and Why Does It Matter for Knitwear Brands?
Faire is a B2B wholesale marketplace founded in 2017 that connects independent brands with independent retailers — think of it as the digital equivalent of a curated trade show that runs 365 days a year.
Why it works for knitwear brands specifically:
- Curated buyer base: Faire’s retailers are primarily boutiques, specialty shops, and lifestyle stores — exactly the channels where knitwear thrives. These buyers are looking for differentiated, story-driven products, not commodity goods.
- Low barrier to entry: Unlike traditional wholesale relationships that require minimum orders and bespoke contracts, Faire allows brands to set their own minimums, manage their own inventory, and scale gradually.
- Built-in discovery: Faire’s algorithm surfaces new brands to retailers based on category fit, style alignment, and reorder history — giving smaller brands a fair shot at visibility.
- Net-60 payment protection: Faire pays brands within 60 days of shipment and handles payment disputes, reducing the risk of non-payment that plagues open-account wholesale.
For a knitwear brand sourcing in China — whether you’re working with a Puyao-based factory or a specialized cashmere studio — Faire gives you access to Western boutique buyers without the cost of attending trade shows in Paris, New York, or London.
Step 1: Understand Faire’s Fee Structure
Before you apply, understand what Faire costs you:
| Fee Type | Amount |
|---|---|
| Marketplace Commission | 15% of gross sales |
| Payment Processing | Included in the 15% |
| Referral Credit (first order) | Up to $200 credit for new brands |
| Retailer Returns | Faire handles, brand absorbs cost |
What this means for knitwear pricing:
When you set your wholesale price on Faire, you need to build in that 15% commission. A good rule of thumb:
Wholesale price (pre-commission) = Your cost + desired margin
Faire listing price = Wholesale price ÷ 0.85
For example, if your cashmere sweater costs $28 to produce and you want a 2.5× markup, your standard wholesale price is $70. On Faire, you’d need to list it at approximately $82 to maintain the same net revenue after the 15% commission.
Many new Faire sellers underprice their products because they forget this calculation. Don’t be one of them.
Step 2: Prepare Your Brand for the Faire Application
Faire reviews brands before approving them — they want to ensure marketplace quality. Here’s what you’ll need:
Brand Documentation
- Brand story: A compelling 2–3 paragraph narrative about who you are, what makes your knitwear different, and who you make it for.
- Website: An active website with product photography and pricing (even if it’s just wholesale catalog pages).
- High-quality imagery: At least 6–10 lifestyle and flat-lay images of your knitwear. Blurry factory photos won’t cut it.
- Business registration: You need a registered business entity to sell on Faire.
Product Requirements for Knitwear Brands
- Minimum products: Faire typically requires at least 5–7 products to be approved.
- Cohesive aesthetic: Your knitwear line should feel like a brand, not a random product dump. Buyers on Faire are curating their store identity.
- Competitive wholesale pricing: Prices should be 40–60% below retail — this is wholesale, not a discount channel.
Pro tip: If your brand is new, spend time building your website and product photography before applying. Brands with polished visual identities are approved faster and get better initial placement.
Step 3: Build Your Faire Product Listings for Knitwear
Once approved, your product listings are your storefront. For knitwear specifically, buyers care about:
Product Descriptions That Convert
Generic descriptions like “Soft cashmere sweater, perfect for fall” don’t convert wholesale buyers. Instead, write:
Instead of: “Cashmere crewneck sweater”
Write: “Crafted from Grade-A Inner Mongolian cashmere (19.5-micron fineness), this relaxed-fit crewneck sweater is designed for the customer who reaches for the same sweater every autumn morning. Garment-washed for lived-in softness straight from the box. Available in Oatmeal, Camel, and Slate Blue. Pairs effortlessly with denim, tailored trousers, or layered over a collared shirt.”
This description tells the retailer: who buys it, what it feels like, how it fits, and what it looks like styled. That’s the information a boutique buyer needs to say yes.
Technical Knitwear Details That Matter
Always include:
- Yarn composition (e.g., 100% cashmere, 80% merino / 20% cashmere blend)
- Gauge (e.g., 7-gauge for chunky knits, 14-gauge for fine knits)
- Weight per garment (e.g., 380g for a medium)
- Care instructions (hand wash, dry clean, or machine washable)
- Country of origin (e.g., Made in China — transparency builds trust)
Photography Best Practices for Knitwear on Faire
- Flat lays on neutral backgrounds — show the texture and drape clearly
- Lifestyle shots — model the sweater in a styled setting that matches your target retailer’s aesthetic
- Detail shots — close-ups of stitch texture, cable patterns, ribbing, and trim
- Size/volume shots — show how the garment sits on a body, not just laid flat
Step 4: Set Your Minimum Order Quantity (MOQ) and Pricing Strategy
One of Faire’s biggest advantages for small brands is flexible MOQ. For knitwear:
- Starter MOQ: 2–3 units per style is reasonable for new brands — it lowers the barrier for first-time buyers.
- Reorder MOQ: Can be as low as 1 unit on reorders, which encourages retailers to top up mid-season.
- Seasonal bundles: Offer a “Starter Collection” bundle of 6–8 pieces at a slight discount to encourage bulk first orders.
Pricing tiers to consider:
- Offer a 5–10% discount for orders over a certain value (e.g., $500+), which encourages retailers to consolidate their orders with you rather than splitting across vendors.
Step 5: Manage Your Inventory and Fulfillment
Faire has specific requirements for order fulfillment:
- Shipping window: Brands must ship within 14 business days of an order. For made-to-order knitwear, this is critical — you’ll need to communicate lead times clearly in your product listings.
- Inventory sync: Keep your Faire inventory updated in real time. Overselling damages your seller rating.
- Packaging: Many boutique buyers value beautiful packaging — consider branded tissue paper or a simple brand card that arrives with each wholesale order. It reinforces brand identity at the point of unboxing.
For brands producing in China (like those working with Cawool), your production timeline needs to align with your shipping commitments. Build buffer time into your lead estimates, especially for custom cashmere or ODM pieces that require longer production runs.
Step 6: Leverage Faire’s Tools and Programs
Faire offers several features specifically designed to help brands grow:
Faire Direct
An invitation-only program where Faire features your brand prominently in front of curated retailers. High-performing brands in your category get invited — focus on great listings and strong reorder rates to qualify.
Trade Show Season Promotions
During major trade show periods (NY NOW in February, MRket in July, etc.), Faire often runs promotional campaigns that boost visibility for brands in relevant categories. Make sure your listings are polished before these periods.
Net-60 Payment Advantage
Unlike traditional wholesale where you might wait 30–90 days (or never get paid), Faire pays reliably within 60 days. This predictability helps with cash flow planning, especially important when you’re sourcing from overseas manufacturers.
Faire Analytics
Track which products are selling, which retailers are reordering, and which categories perform best in different seasons. Use this data to refine your product development roadmap.
Common Mistakes Knitwear Brands Make on Faire
Mistake 1: Pricing without accounting for the commission
Always calculate your Faire net price before listing. Underpricing is the #1 rookie error.
Mistake 2: Poor photography
Knitwear is a tactile, texture-driven product. If buyers can’t see the softness of your cashmere from your photos, they won’t buy.
Mistake 3: Ignoring the product description
“Beautiful sweater” is not a product description. Write for the retail buyer who needs to explain this to their shop staff and customers.
Mistake 4: Overselling due to inventory sync failures
If you’re producing to order, set realistic inventory levels. A missed shipping deadline damages your Faire seller rating significantly.
Mistake 5: No brand story
Boutique retailers on Faire are curating an experience for their customers. They need to know your brand’s “why” before they commit to an order.
Is Faire Right for Your Knitwear Brand?
Faire works best for knitwear brands that have:
- A clear, differentiated product story (luxury cashmere, sustainable merino, playful kids knitwear, etc.)
- Professional product photography
- Reliable production and fulfillment capacity
- Realistic wholesale pricing that accounts for marketplace fees
- A willingness to engage with the platform actively (responding to retailer messages, optimizing listings, running promotions)
If you’re producing custom OEM or ODM pieces with very high MOQs or long lead times, Faire may not be the right channel for you — it’s better suited for brands with ready-to-ship or low-MOQ inventory.
For brands that do fit the model, however, Faire represents one of the most accessible and cost-effective paths to building a wholesale business with independent retailers worldwide.
Ready to Launch on Faire?
At Cawool Studio, we work with independent knitwear brands to prepare production-ready collections that perform on wholesale platforms like Faire — from yarn selection and sample development to final packaging and labeling.
Whether you’re launching your first cashmere line or expanding your existing knitwear catalog for international buyers, we’d love to help you get from concept to commerce.
FAQ: Selling Knitwear on Faire
How long does it take to get approved on Faire?
Most brands hear back within 1–2 weeks of applying. Brands with polished websites, clear branding, and professional photography tend to be approved faster.
What are the shipping requirements on Faire?
You must ship within 14 business days of receiving an order. For made-to-order knitwear, communicate lead times clearly in your listing to set proper expectations.
Can I sell internationally on Faire?
Yes — Faire connects brands and retailers globally. However, you need to comply with import/export regulations for both your country of origin and the retailer’s country.
What’s the minimum order quantity on Faire?
You set your own MOQ. Many new knitwear brands start with 2–3 units per style to lower the barrier for first-time boutique buyers.
Does Faire handle returns?
Yes — Faire has a retailer-friendly return policy. Brands are responsible for absorbing return costs, so build this into your pricing strategy.
This article is part of Cawool Studio’s wholesale channel strategy series for independent knitwear brands. For more guides on building your B2B wholesale business, explore our resource library.