Finding the perfect gallery or retail establishment to sell your work can be a challenge. There are many factors to consider and knowing what you are looking for is important. Remember that the first choice is not your only option. Shop around until you find a retail location that fits your brand and meets your needs.
Research
Research is an essential first step. I like to visit the location in person, get a feel for the shop’s aesthetics and the other products the are selling. Ask yourself, would my work fit in well with this shop’s aesthetics? And are the values of this shop in alignment with my brand? Customers expect to find items that fit the aesthetic of the shop they are sold in. If this aesthetic aligns with your work, then you are more likely to make sales.
Another factor to consider is foot traffic to the location that your are interested in. Does this shop get a regular stream of customers? When this shop holds an event, does it get a good turn out? More customers mean more sales, and more opportunities for your products to sell. Foot traffic and event turn out can also be an indication of a shops commitment to promoting their business. A well organized website and up to date social media are also good indicators that this business works hard to promote their shop.
If possible, it is helpful to talk to other artists that show their own work at the retail location in question. Ask them what they like about the location, and if they have made sales there. Artist feedback can give you a lot of valuable information that the gallery or shop may not disclose openly.
There are many ways that a shop or gallery can structure their sales terms. I am going to give you a few examples and explain the benefits and detriments of each.
Commission Based Sales
A commission is when the gallery or shop keeps a percentage of the profits from selling the piece. This is a very common sales arrangement. Typically galleries and shops take 20-30% of each sale. It is important to understand that this is the fee that they receive for providing the location for the sale and for marketing. It is their job to make sure that customers come in the door and have a pleasant buying experience. I consider a commission based sales arrangement to be fair, the shop owner is sharing the financial risk with the artist.
Wholesale Based Sales
Wholesale is uncommon for galleries, some shops opt for wholesale some do not. If you are considering selling your work wholesale you will need to think about your retail price vs. your wholesale price and your wholesale terms. Usually a wholesale price is half of retail. I recommend putting together a wholesale order form that clearly lays out your terms and will make these transactions more efficient and professional. Wholesale is good for artists. With wholesale, the finical risk falls entirely on the shop owner. They are paying for your time and materials to create your work and then selling it on their own terms.
Renting a Shelf
I would not recommend renting a shelf in a shop. When a shop keeper or gallery owner starts renting their space out shelf by shelf it is a good indication that their business is not doing well and they have opted to make money off of the artists instead of with the artists. When you rent a space, you are taking on all the financial risk. If your products sell well and you make rent it works out, but when your work does not sell you are still responsible for paying the shop your rent.
Red Flags
Renting out shelves is a red flag. Renting out shelves and charging a commission is a big red flag. Here are a few other things to look out for. Going back to our research, check in with the location in which you plan to sell. Are they open when they say the will be open? Do they keep frequent and consistent hours that customers can count on? If the shop is not open, they can not sell your work. If the shop owner is keeps unreliable hours, it makes it difficult for customers to become regulars.
Organization and tidiness are also factors to consider. An untidy shop is a good indicator that a shop owner is disorganized when it comes to their business. This can manifest as other problems down the line, including inventory loss, breakage and failure to pay artists for their work.
Inventory and Pricing
Once you have decided on a gallery or shop, you will need to prepare your work to be sold. Make and inventory sheet to help you track which items you are dropping off. The inventory should include a complete list of products, quantities (if you have multiples of any product) and the retail price. Make sure that the retail price includes the 30% commission fee that will be going to the shop.
It is essential to have a good relationship with any retail location that carries your work. To ensure that you find a shop or gallery that you can count on, make sure you gather as much information as you can before agreeing to show your. Remember that this is a business arrangement and it is not asking too much for you to expect shop owners to hold up their end.
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