The Wholesale Puzzle: Where do we Fit?
Earlier this month, we spent a few hours wandering the aisles of the Reed Gift Fair in Sydney.
Last year we exhibited. This year we just observed. With a big question in mind - how to translate market stall popularity to sustainable wholesale traction?
In 2025, we exhibited at Reed as a way of testing the waters properly. It was a significant investment, and we were fortunate and grateful to see Kloob stocked in a handful of stores afterwards.
Like most first attempts, it gave us valuable feedback. It reinforced something we already suspected: our puzzles don’t compete purely on packaging - they come to life through interaction.
So rather than stepping back, we’re refining how we present them in retail settings. Right now, we’re working on:
1. A tighter wholesale range. We’re narrowing things down to our proven crowd favourites - the puzzles that consistently stop people in their tracks and sell themselves.
2. Recreating the Kloob stall on a shelf. Our puzzles win through hands-on engagement, so we’re developing tactile, wood-based display units - something closer to a mini Kloob stall than a standard boxed product.
3. Working more closely with our retail partners. Rather than trying to be everywhere, we’re focusing on building stronger, more collaborative relationships with the stores we work with.
Markets won’t disappear - we love them. But we also know we can’t sustainably set up gazebos forever at the current pace. Wholesale is part of building something steadier. So this is a quiet “watch this space.”
We hope you enjoy this peek under the bonnet. If you know any small retailers who would like to help their customers rediscover the joy of wooden puzzles and brainteasers, reach out!
