SAN FRANCISCO — June 18, 2026
Executive Summary
Faire has expanded its wholesale marketplace to support business-use buyers, opening the platform to restaurants, hotels, corporate buyers, event companies, wellness businesses, and other organizations purchasing products for operational use rather than resale. The launch follows a pilot involving nearly 5,000 participating businesses that generated millions of dollars in orders. The expansion broadens Faire’s addressable market, creates new demand opportunities for brands, and extends access to the platform’s curated wholesale assortment to a significantly larger segment of wholesale buyers.
Announcement Overview
Faire is opening its wholesale platform to a new category of buyers that purchase products for business operations rather than retail resale. The expansion allows organizations across hospitality, food service, corporate procurement, wellness, healthcare, events, and community spaces to source wholesale products through Faire’s marketplace. The initiative follows strong early adoption, including participation from JW Marriott San Francisco Union Square, and builds upon a platform where hundreds of thousands of retailers and brands transact nearly $3 billion in annual wholesale volume. The move also creates new growth opportunities for brands seeking to reach business-use customers through a centralized wholesale channel.
Key Announcement Details
- Announcement Type: Platform Expansion
- Company: Faire
- Launch Date: June 18, 2026
- New Buyer Category: Business-Use Buyers
- Eligible Buyers: Restaurants, Hotels, Corporate Buyers, Event Companies, Wellness Businesses, Medical Practices, Community Organizations
- Primary Purpose: Enable businesses to purchase wholesale products for operational use rather than resale
- Pilot Participation: Nearly 5,000 businesses
- Pilot Results: Millions of dollars in orders generated
- Early Adopter: JW Marriott San Francisco Union Square
- Platform Benefit for Buyers: Simplified sourcing, curated product discovery, streamlined wholesale purchasing
- Platform Benefit for Brands: New growth channel, operational efficiency, access to additional customer segments
- Brand Controls: Opt-in participation, order approval controls, minimum order requirements
- Tax Treatment: Business-use buyers pay applicable sales tax as end consumers
- Platform Scale: Hundreds of thousands of retailers and brands transacting nearly $3 billion in annual wholesale volume
- Long-Term Objective: Expand wholesale product discovery and sourcing across a broader universe of business buyers
Businesses Have Been Asking to Join Faire for Business Use
For years, businesses have approached Faire seeking access to the platform for purposes beyond traditional retail resale.
According to the company, tens of thousands of organizations attempted to join the marketplace to purchase wholesale products for their own operations rather than for resale to consumers.
With this launch, Faire is formally welcoming these buyers onto the platform and expanding access to a significantly broader category of wholesale demand.
The company stated that the expansion represents a notable evolution of the platform as it extends beyond its traditional retailer-focused model and supports a wider range of purchasing needs across multiple industries.
Examples of newly eligible business-use buyers include:
- Restaurants
- Hotels
- Corporate procurement teams
- Event companies
- Wellness operators
- Medical practices
- Fitness businesses
- Community organizations
According to Faire, millions of businesses across North America fall into this category.
A Large, Underserved Segment of Wholesale Demand
Faire stated that business-use buyers represent a substantial and historically underserved segment of the wholesale economy.
Unlike traditional retailers purchasing inventory for resale, these organizations make purchasing decisions that directly influence customer experiences, workplace environments, hospitality offerings, events, and operational services.
Examples highlighted by the company include:
Hospitality and Hotels
- Boutique hotels
- Hospitality groups
- Guest accommodation providers
These businesses source products such as:
- Candles
- Robes
- Minibar products
- Welcome tray items
- Guest amenities
According to Faire, these purchases often play a direct role in reinforcing brand identity and guest experience.
Restaurants, Cafés, and Bars
Food service businesses use wholesale purchasing channels to source:
- Specialty sauces
- Pantry ingredients
- Ceramics
- Glassware
- Table linens
These products contribute to both operational efficiency and customer-facing experiences.
Wellness, Fitness, and Medical Practices
Organizations operating in wellness and healthcare environments purchase products including:
- Skincare products
- Towels
- Treatment room essentials
- Client experience products
According to the company, these items frequently influence how customers experience a service environment.
Corporate Procurement Teams
Corporate buyers use wholesale purchasing channels for:
- Client gifting programs
- Employee welcome kits
- Office snacks
- Coffee supplies
- Workplace essentials
Event Planners and Community Spaces
Event-focused organizations often purchase:
- Décor
- Party favors
- Paper goods
- Bulk event supplies
- Corporate event materials
- Wedding supplies
Faire stated that many organizations across these sectors continue to rely on manual sourcing methods and fragmented procurement workflows.
Reducing Sourcing Complexity for Business Buyers
According to Faire, many business-use buyers still rely on operational processes such as:
- Direct email purchasing
- Manual order coordination
- Spreadsheet-based procurement
- Disconnected supplier relationships
The company believes these processes can create sourcing inefficiencies and make it more difficult for businesses to access differentiated wholesale products.
By opening the platform to business-use buyers, Faire aims to provide:
- Centralized product discovery
- Simplified ordering workflows
- Access to curated wholesale products
- Broader supplier visibility
- Operational efficiency improvements
The company also noted that the initiative creates additional opportunities for brands to connect with new categories of customers through a single platform.
Strong Early Traction Signals Long-Term Opportunity
According to Faire, interest from business-use buyers has been building for several years.
The company reported that nearly 5,000 businesses participated in a recent pilot program.
During the pilot, participating organizations generated millions of dollars in orders through the platform.
Faire stated that the results demonstrated significant demand from organizations seeking streamlined access to wholesale products for operational use.
The company believes the pilot validates demand from a segment that has historically been underserved by traditional wholesale sourcing channels.
Key pilot observations highlighted by Faire include:
- Strong participation across industries
- Repeat purchasing activity
- Demand for premium products
- Interest from both independent and larger organizations
- Adoption across hospitality, corporate, and service sectors
JW Marriott San Francisco Union Square Among Early Adopters
Faire highlighted JW Marriott San Francisco Union Square as an early participant in the pilot program.
The hotel used the platform to source premium consumer packaged goods for JW Market, its convenience retail offering available to guests.
According to Faire, the products sourced through the platform support guest purchasing experiences and complement food and beverage credits offered at the property.
Anthony Le, Director of Rooms at JW Marriott San Francisco Union Square, commented on the experience.
“We’re always looking for ways to elevate the guest experience, and that extends to the products we offer in our retail space.”
“Through Faire, we’ve been able to source unique and locally relevant products. It’s allowed us to curate a more elevated and distinctive offering for our guests.”
The company cited this example as evidence of how business-use buyers can leverage the platform to identify differentiated products that may be difficult to source through traditional channels.
New Growth for Brands
The launch also creates additional opportunities for brands selling through the Faire marketplace.
According to the company, many brands already serve business-use customers today but often manage those relationships through operational processes that can be difficult to scale.
Challenges commonly associated with this segment include:
- Manual order management
- Fragmented procurement requests
- Dedicated sales resource requirements
- Operational inefficiencies
- Limited customer visibility
Faire stated that the expansion enables brands to bring more of this demand into a centralized environment.
Potential benefits identified by the company include:
- Operational streamlining
- Improved customer management
- Expanded buyer access
- Simplified reordering
- Broader market reach
- Additional revenue opportunities
Simply Highlights Expansion Opportunity
Premium confection company Simply was highlighted as an example of a brand already serving business-use customers.
According to Faire, Simply joined the platform in 2020 and has since generated millions of dollars in orders from more than 5,000 retailers.
The company stated that a portion of its business already comes from:
- Hotels
- Corporate gifting programs
- Wedding planners
- Business-use buyers
Meg Mallozzi, Sales and Growth Manager at Simply, discussed the significance of the launch.
“We’re incredibly excited about the launch of Business Use Buyers on Faire.”
“It removes a key barrier that previously kept many of our hotel, minibar, and office partners off the platform.”
“Now we can bring them into a seamless ordering experience with full catalog access, easier reordering, and all the benefits of being a Faire buyer.”
“It’s a meaningful unlock for growth, and we’re excited to get Simply into more workplaces and guest spaces nationwide.”
According to the company, the expansion allows brands to serve both existing and prospective business-use customers through the same platform environment.
Built With Control and Transparency
Faire stated that the expansion was designed to maintain the same principles of flexibility, visibility, and seller control that currently exist across the platform.
Key safeguards include:
- Brands choose whether to sell to business-use buyers
- Brands retain control over product visibility
- Business-use buyers are clearly identified
- Brand approval controls remain in place
- Minimum order requirements continue to apply
The company emphasized that sellers remain fully in control of how and where products are offered.
Faire also stated that business-use buyers are treated differently from resale businesses for tax purposes.
As part of the framework:
- Business-use buyers pay applicable sales tax
- Purchases are treated as end-consumer business purchases
- Resale exemptions do not apply to these transactions
The company believes these controls support transparency for both buyers and sellers participating in the marketplace.
Extending Faire’s Role in the Wholesale Ecosystem
According to Faire, the introduction of business-use buyers represents a meaningful expansion of the platform’s role within wholesale commerce.
Historically, the marketplace primarily focused on helping independent retailers discover and source inventory for resale.
With this launch, the company is broadening that scope to support a significantly wider range of wholesale purchasing activities.
Faire stated that the expansion creates a foundation for serving a larger share of wholesale product discovery and sourcing activity across:
- Industries
- Business categories
- Geographic markets
- Operational purchasing needs
The company believes the initiative strengthens its ability to connect brands with new demand sources while providing businesses with streamlined access to differentiated products.
About Faire
Faire is an online wholesale platform used by independent retailers to discover and source products from brands around the world.
The company utilizes a data-driven marketplace model designed to support independent retailers through features such as:
- Net 60 payment terms
- Free returns on opening orders
- Inventory risk reduction
- Access to working capital
For brands, Faire provides:
- Sales tools
- Marketing capabilities
- Analytics solutions
- Wholesale business management tools
According to the company, the platform has facilitated more than 10 million new connections between brands and retailers.
Media Contact
For additional information, visit faire.com.
Source Attribution
Source: Company announcement
