Started last August with no retail presence. National doors first — test orders, then 800 Target and 250 Circle K doors and $1M in sales. Then a spring pivot to mid-size regional retailers: 50 accounts in 5 months, $120k in the last 3.
Minee Wipes makes compact travel and flushable wipes at a $0.99 price point. Founded by Max Magalin. Amazon-first: 2.5M units sold, 100k customers, 30% repeat purchase, 400% growth year over year. On shelf it sells at 2.5× the category average with zero planogram reset needed.
Production capacity on a 10-day lead time.
August 2025. Strong Amazon numbers, not a single retail door, no broker, no field reps. Wholesale had to be built from scratch. The Wholesale Engine took the full motion commission-only: find the buyer, dispatch a sample, convert interest to a PO, then work the reorder. Zero upfront. The engine earns only on doors it opens.
Target the right chain and category decision-maker.
Get product in front of the buyer fast.
Turn interest into a first purchase order.
Keep accounts active and compounding.
Engine goes live on an Amazon-only brand. 0 retail doors.
Target and Circle K buyers take samples. Vendor onboarding starts in parallel.
Limited doors to read real shelf data — convenience moves first. At $0.99, the test is a small decision for the buyer.
Test doors show 2.5× category velocity and 1.3% returns. Chain-wide contracts follow — rollout across 800 Target and 250 Circle K doors. Checkout display placement needs no planogram reset, so it lands off-cycle.
Focus moves to mid-size regional retailers — 2–5 locations, US and Canada — to open the segment national chains don't cover.
$120k over the last 3 months, most on first orders — typical first order $1.5k–4k across 2–5 doors. With 30% repeat purchase, reorders are expected within 3–6 months.
Mid-size and small retailers, gyms, travel and specialty stores — where the owner is often the buyer and a yes takes days, not quarters. As first orders mature, the engine works the reorder cadence across the opened book. The 3–6 month window is where the compounding starts.
If the engine doesn't produce orders in your category, it costs you zero. First food & drink brands get founding-partner attention.