Toadfish: 120 Qualified Wholesale Leads in Two Months and $55,800 in Wholesale Pipeline selling Coastal Lifestyle Gear to Coastal Boutiques and Tackle Shops

About the Company

Toadfish is a Charleston-based coastal lifestyle brand that needed to test whether independent coastal retailers would stock its gear.

What Toadfish Sells

• Coastal lifestyle gear - fishing tools, oyster, shrimp, and crab tools
• SmartGrip non-tipping drinkware, folding cutting boards, and apparel

Who They Sell To

• Coastal boutiques
• Bait-and-tackle shops
• Kitchen stores (East Coast and Gulf Coast focus)

The Challenge

Toadfish required:

• A fast test of retailer demand for eco-friendly coastal products
• Outreach to retailers that fit the brand identity
• A measurable target: 5-10 qualified sample requests

The Approach

RetailReach created and managed a structured outreach campaign targeting:

• US coastal boutiques weighted to the East Coast and Gulf Coast
• Bait-and-tackle shops and kitchen stores
• High-end retailers already stocking coastal and outdoor brands

The campaign focused on personalized messaging with strategic follow-up sequences.

Results

Campaign Performance (8 Weeks)

• 9,791 retailers contacted (15,058 emails sent)
• 425 replies received, 122 interested replies
• 120 qualified wholesale leads generated - roughly 15 a week
• Roughly $23,300 in expected opening order value
• Approximately $55,800 in first-year wholesale pipeline
• 52 leads in the first month; best week 31 (week ending October 16, 2026)

Wholesale Pipeline Generated

Coastal lifestyle opening assortments typically run about $612, with shops restocking seasonally two to three times a year. Assuming a 30 to 33% conversion rate from qualified lead to wholesale account, the campaign’s 120 qualified leads represent about 38 wholesale accounts.

That makes roughly $23,300 in expected opening order value. And because these buyers typically reorder two to three times a year - roughly $1,469 a year per account - those accounts add up to approximately $55,800 in first-year wholesale pipeline.

What Contributed to Success

Shelf-Neighbor Targeting: retailers already stocking Yeti, BruMate, and Swig have proven coastal customers and shelf space Conservation Story: copy built on the Put ‘Em Back oyster-restoration movement (280,000+ square feet of reef restored) First-Week Push: opening volume sized to read the channel immediately

Client Responsibilities

• Product sample fulfillment
• Following up on qualified leads
• Closing and onboarding new accounts

---

Ready to run a pilot of your own?

Apply for the Pilot