Ready to Wholesale Program

READY TO WHOLESALE
AT LIFE INSTYLE

Are you ready to Wholesale?

Stepping into your first trade show can feel equal parts exciting and overwhelming - and that’s exactly why Ready to Wholesale exists.

Designed for brands preparing to exhibit at Life Instyle, this program gives you the tools, resources, and guidance to help you feel confident, prepared, and ready to connect with buyers.

From wholesale pricing and buyer-ready materials to pitching your brand and planning your follow-up, we’re here to help set you up for success before the doors even open.

Beginning 10 June, Ready to Wholesale is a guided exhibitor program that runs through to Life Instyle Melbourne 2026, 6-8 August 2026.

What is Ready to Wholesale?

Ready to Wholesale is a tailored program for new exhibitors at Life Instyle Melbourne in the First Instyle or New Breed categories, designed to help product-based businesses build the tools, knowledge, and confidence needed to make the most of their time on the show floor.

From buyer conversations to wholesale follow-up, the program supports exhibitors in turning event connections into lasting retail accounts.

Applications to join the Ready to Wholesale program have now closed.

Is This Program For You?

- You've never exhibited at a trade event before

- You're getting interest but not converting to orders

- You don't have clear wholesale pricing or processes

- You feel underprepared for buyer conversations

If you're already an established wholesale brand with tried and tested systems, this program may not be for you.

If you're already an established wholesale brand with tried and tested systems, this program may not be for you.

Same Buyers. Same Stand. Same Event.
The Difference is how prepared they are.

NOT READY

Shows up to the event
hoping for orders

Pricing isn't quite right
Line sheet is "almost done"

Not sure what to say to buyers -
"Winging the pitch"

Talks to people...
but nothing converts

Leaves with 'some leads'
that never get followed up

Busy booth.
No real return.
Don't rebook as cannot see ROI.

READY TO SELL

Arrives with clear pricing
and strong margins

Buyer-ready line sheet
and order system in place

Confident, clear pitch
that actually lands

Captures qualified leads
and follows up properly

Leaves with orders
and ongoing stockists

Same event.
Completely different result.
Continue to rebook shows.

Benefits of the Program

- Confidence in selling wholesale

- Clear pricing and offer structure

- Professional buyer-facing materials

- Stronger conversations on the stand

- Higher likelihood of orders & follow-up success

Program Components

This program is designed to fix the exact gaps that stop exhibitors from converting at trade events.
Every component is practical, focused, and built around one goal: turning conversations into wholesale accounts.

1 - Wholesale Readiness Audit

Most brands don't realise they're not wholesale-ready until it's too late. We assess pricing, margins, production capacity, packaging and brand positioning. Each exhibitor receives a Wholesale Readiness Score and clear action plan so they know exactly what to fix before the event.

2 - Education Series (Pre-Event)

Short, practical sessions focused on what actually drives orders. Covers pricing, line sheets, pitching, buyer expectations and trade show strategy. Delivered live with replays, so exhibitors can implement immediately.

3 - Sales Toolkit Development

This is where things shift from learning to doing. Exhibitors build the tools they'll use at the event: line sheets, pricing lists, order forms and a clear pitch.
They arrive ready to sell, not figure it out on the day.

4 - Trade Show Essentials

Focused on what happens on the floor. How to attract buyers, guide conversations, position products, capture leads and follow up in a way that converts.
Because missed opportunities happen during and after the show.

5 - Onsite Support

Real-time support at Life Instyle Melbourne.
Exhibitors can book short sessions for stand feedback, pitch refinement and buyer conversation strategy.
Practical guidance when it matters most.

Your Commitment

Participating exhibitors will be completing a course that seeks to prepare them for Wholesale Readiness.

This program will require participating exhibitors to attend two live webinar sessions with Melissa Robbins from thelotco (60-90 min each), focused on introducing key wholesale concepts to exhibitors.

Session 1 - Tuesday 16 June at 1pm AEST
Session 2 - Wednesday 24 June at 1pm AEST

The program will also come with a series of 4 self-paced modules for participating exhibitors to complete.

Modules 1 and 2 will be available on Wednesday 10 June.
Modules 3 and 4 will be available on Wednesday 17 June.

Participating exhibitors will also complete a wholesale readiness assessment, which will include a Wholesale Readiness Audit plus an action plan for each exhibitor.

Finally exhibitors will also have access to a bonus trade show stand review Q&A session.

About the Host - Melissa Robbins, thelotco

Melissa Robbins is a Melbourne-based product business coach and the founder of thelotco. With over 25 years in the industry, on every side of the table, she's the person brands call when they're serious about building a wholesale channel that actually works.

25+ years in retail & wholesaling across Australian, NZ and the US.
Personally coached 500+ product-based businesses
Former owner of a product brand and retail stores (15+ years)
Former National Sales Manager for a leading Australian accessories
brand
Former Fashion Business Lecturer and Science & Maths Teacher
Exhibited at 50+ trade shows across AU, NZ, US and Europe
12 clients featured on Shark Tank Australia
Podcast: 200+ episodes, regularly charts in Marketing &
Entrepreneurship

"I've been on every side of the table: the maker, the buyer, the sales manager, the trade show warrior, and the coach. I know what it actually takes."

FAQs

The Ready to Wholesale program commences on 8 June, and will run through to Life Instyle Melbourne, 6-8 August.

To maximise your value out of the program your attendance would be preferred for the live webinar sessions.

All participants of the program will receive Replay access to the videos of the live webinar sessions.

Participating exhibitors will be provided with four self-paced modules to complete during the course of the program.

Exhibitors who complete the program will have access to tools that will greatly strengthen their Wholesale Readiness, including a wholesale readiness audit & action plan for your brand, sales toolkit templates (including line sheets, pricing and order forms), trade show tips and buyer conversation guide, implrementation-foucsed resources, checklists and AI tools, and more. This ensures exhibitors arrive prepared, know exactly how to sell, have the tools to convert and leave with a clear follow-up strategy with potential buyers.

Walk Into Life Instyle Ready
To Sell, Not Just Exhibit

Join us for the Ready to Wholesale program

This program is strictly limited.