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On the right shelves: how Katie's Pizza & Pasta got found by independent retailers on Faire
Katie's Pizza & Pasta is a 100% women-owned, independent business, and independent retailers are its people. In September, middleman helped more of those shops discover Katie's on Faire, and the shop hit full sales pace in its first month.
- Client
- Katie's Pizza & Pasta
- Category
- Frozen pizza, pasta bakes & sauces
- Channels
- Faire & Airgoods
- Started
- September 2026
- Result
- Full sales pace in month one
How does an independent brand get found by the right shops?
By showing up where independent retailers shop, and staying in touch once they find you. Katie's had a plan: get found, give retailers a reason to come back and stay in touch every week. Here's how it worked.
Their goals & dreams
- Get found by indie retailers
- Connect with like-minded shops
- More consistent sales on Faire and Airgoods
Katie's Pizza & Pasta is 100% women-owned and independent. It makes real, clean comfort food (pizzas, pasta bakes and sauces) for shops just like it: neighborhood grocers and delis, artisan food shops, and bars and wineries.
When Katie's partnered with middleman in September 2026, the goal was clear: help more independent retailers discover the brand, and connect it with shops that share its mission.
Where they started on Faire
A brand retailers love, with plenty of room to grow on Faire.
The point of friction
- Loved by its retailers, but new shops weren't finding it yet. There was plenty of room to reach stores beyond its regulars.
- No campaigns or Promoted Listings. Nothing was putting the shop in front of new buyers.
- 0 of 15 automations on. No welcome email for new stores, no reminder for abandoned carts.
The bright spots
- A loyal retailer base ready to reorder
- Products retailers already love: pasta bakes, sauces and pizzas
- A 100% women-owned, independent brand, just like the shops it sells to
The middleman approach
Three moves, all started in the first week of October.
Get found
What we did: Turned on Promoted Listings in week one, backed by a full Faire shop audit, so new independent retailers could discover Katie's.
Why it matters: Without campaigns, new shops rarely come across a brand. Promoted Listings put Katie's in front of independent retailers while they were planning holiday orders.
The result: Promoted Listings were driving orders within two weeks.
Keep retailers coming back
What we did: Switched on Faire's welcome and abandoned-cart automations in Katie's voice, added a 15% new-customer offer and sent a seasonal win-back email.
Why it matters: Automations work around the clock, and a 15% first-order offer gives new stores an easy reason to try the line.
The result: Lapsed retailers heard from Katie's again, with a reason to reorder.
Stay in touch every week
What we did: One Faire email a week, plus personal messages to retailers who left items in their cart, Faire Direct leads and Insider retailers.
Why it matters: Faire allows one email per retailer per week, so every send has to count. Personal messages fill the gap.
The result: 3–4% click rates on early campaigns.
What changed in the first month?
Katie's Faire shop hit full sales pace within its first month, and it's on track to double monthly sales by January.
Faire growth
- Full sales pace in month one
- Since the partnership began in September
- Orders within 2 weeks
- From Promoted Listings, switched on in week one
- On the road to 2x
- Monthly sales target for January
Retailer engagement
- 3–4% click rate
- On early retailer campaigns
- Every week
- Retailers hear from Katie's by email and personal message
- Automations on, 24/7
- Welcome and abandoned-cart emails in Katie's voice
In their words
“Middleman is like working with a friend: responsive, personable, effective and communicative.”
Tommy Lee · Katie's Pizza & Pasta
What's working
Four habits are helping more independent shops find Katie's, and they'll carry it through the holidays.
- Getting visible fast. Promoted Listings went live in week one, so new retailers could find Katie's right away.
- Automations doing the follow-up work. Welcome and abandoned-cart emails run around the clock in Katie's voice.
- Offers that win stores without hurting margin. A 15% first order gives new retailers a reason to try Katie's.
- A steady weekly rhythm. One email and a round of personal messages every week keep Katie's top of mind.
Faire growth FAQ
How fast can a brand see results on Faire?
Faster than you'd think. Katie's hit full sales pace in its first month, because visibility, automations and outreach all started on day one.
How do independent retailers find new brands on Faire?
Through Faire search, category pages, Promoted Listings and brand recommendations. Brands can also invite their own stores with a Faire Direct link. The more of these you use, the easier you are to find.
What are Faire Promoted Listings?
Faire's ads. They place your products higher in retailers' search results and category pages, so new stores find you sooner.
Which Faire automations should brands turn on first?
Start with the welcome email for new retailers and the abandoned-cart reminder. Then add win-back emails for stores that haven't reordered in a while.
How often can you email retailers on Faire?
Once a week per retailer. Plan each send carefully and use personal messages for follow-ups.
What is a win-back email on Faire?
An email to retailers who used to order but haven't in a while. A seasonal reason to reorder, like holiday stock-up, gives them a natural way back.
Will a new-customer discount hurt my margins?
Not if it's sized right. Katie's offers 15% on a first order: enough to get a new store to try the line, without discounting every reorder.
What's the difference between Faire Direct and Faire Insider retailers?
Faire Direct retailers are stores a brand brings to Faire itself, usually through its own link. Insider retailers are members of Faire's paid program for stores. Both are worth a personal follow-up.
Does middleman work on Airgoods too?
Yes. We run shop optimization, campaigns and retailer outreach on both Faire and Airgoods.
Ready to get found by the right shops?
Let's get more independent retailers to discover your brand!