Faire announced it’s “opening its doors” for business-use buyers to purchase wholesale products for their own operations, rather than using the marketplace to purchase products for resale.
It said “tens of thousands” of businesses have tried for years to buy wholesale products for their own operations. Faire called the addition to its business model “a notable evolution” as it seeks to reach a broader segment of wholesale demand. It also said it expects to reach buyers from restaurants, hotels, corporate buyers and event companies.
Faire is an online wholesale platform that independent retailers use to source products. At the end of 2025, Faire secured an offer valuing the company at $5.2 billion.
Why Faire is expanding how business buyers use its marketplace
“Businesses come to Faire looking for something that helps them stand out, products that create a feeling and reflect their creative vision,” said Max Rhodes, Faire co-founder and CEO, in a statement. “Opening the platform to these buyers is a step toward a future where more businesses, whether stocking their shelves, designing a space, or bringing a menu to life, can easily discover distinct products to build thoughtful, curated experiences for the people they serve.”
Faire referred to businesses buying wholesale for their own use as “substantial and largely underserved.” Those purchasing decisions impact the quality of those companies’ services, Faire said. The marketplace said it’s reducing “the operational burden of sourcing wholesale products.” In part, it said, it will do that by mitigating the need for “manual workflows like direct emails and spreadsheets.”
It gave examples of relevant businesses it intends to support through its expansion:
- Boutique hotels and hospitality groups. These businesses stock guest rooms that reflect their brand, Faire said.
- Restaurants, cafés and bars. They source everything from foods to tableware to decorations. Faire cited specialty sauces, pantry staples, ceramics, glassware and table linens as examples.
- Wellness, fitness and medical practices. These businesses stock skincare, towels and “treatment room essentials” that factor into customer experience, Faire said.
- Offices and corporate buyers. Companies build client gift boxes and employee welcome kits, Faire said. They also stock snacks, drinks and other workspace essentials.
- Event planners and community spaces. This can mean purchasing décor, favors, paper goods, and supplies in bulk, Faire said. It cited weddings, corporate functions and local gatherings as sample events.
How brands are using Faire for their own operations
Faire said in its announcement that about 5,000 businesses interested in buying wholesale for their own operations have participated in a recent pilot. Together, they placed “millions of dollars in orders” through the marketplace, which did not specify a dollar amount. It said the JW Marriott at San Francisco Union Square was an early adopter.
In its announcement, Faire shared how a JW Marriott location and confection company Simply have each used its marketplace for their own operational needs.
“We’re always looking for ways to elevate the guest experience, and that extends to the products we offer in our retail space,” said Anthony Le, director of rooms at JW Marriott San Francisco Union Square, in a statement. “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.”
Meanwhile, Simply joined Faire in 2020. It has since “generated millions in orders on the platform from over 5,000 retailers,” according to Faire.
Meg Mallozzi, sales and growth manager at Simply, said in a statement that the consumer packaged goods brand is excited about Faire launching its operations approach.
“It removes a key barrier that previously kept many of our hotel, minibar, and office partners off the platform,” Mallozzi said. “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.”
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