Faire, an online wholesale marketplace that connects independent retailers with brands, has rolled out its service to New Zealand and 14 additional European countries.
The move — its broadest international expansion to date — means Faire is now active in almost 35 markets worldwide,
The European expansion
Since launching in Europe four years ago, Faire has steadily increased its presence across the continent. The company says its European operations now cover approximately 70% of Europe’s GDP,
According to Faire, brands on the continent have fulfilled more than 2 million orders using its service, while European retailers have spent close to $500 million via the platform to date.
Chief executive and co-founder Max Rhodes said the latest expansion aims to widen access for smaller retailers:
“Independent retailers are the heart of local economies around the world, and our mission has always been to help them thrive. This expansion doubles our reach across Europe and extends our community of retailers and brands into New Zealand.”
Faire’s expansion takes in the following 14 European countries: Croatia, Cyprus, Estonia, Greece, Latvia, Lithuania, Malta, Slovakia, Slovenia, Bulgaria, Czech Republic, Hungary, Poland, and Romania.
Faire reports that more than 35,000 retailers in these markets had already joined a waitlist ahead of launch, and that local brands have listed over 115,000 products on the platform.
The company argues the move makes sourcing international products simpler, particularly in countries where cross-border wholesale has traditionally been more complex.
In recent years, the company has also invested in a European hub, based in the UK, with around 100 employees supporting merchants in multiple markets and languages.
Building on Australian growth
Alongside the European rollout, Faire has also launched in New Zealand.
This follows its 2022 entry into Australia, where the company reports more than 10,000 retailers and 4,000 brands are active on the platform (with over 170,000 orders placed so far).
By adding New Zealand as a market, Faire is seeking to strengthen its position in Oceania, giving local retailers access to international suppliers while offering Australian brands a route into the New Zealand market
Competition
Faire is not alone in targeting this space: platforms like Ankorstore and Orderchamp in Europe, Abound in the UK and US, Handshake by Shopify in North America, and global players like Joor also provide online wholesale marketplaces for independent retailers.
However, Faire’s recent growth and international expansion suggest it is emerging as a significant player in the sector.
Why this matters to merchants
For retailers and brands, Faire’s expansion means greater access to products — with shop owners in the new European markets and New Zealand now able to source from over 100,000 global brands.
It also provides local producers in Central and Eastern Europe with a straightforward route into international markets, while strengthening regional links between Australian and New Zealand businesses.
More broadly, Faire’s entry into new markets underlines a wider trend: wholesale is becoming increasingly digital and international, drawing once-isolated small businesses into a global retail ecosystem in the process.
Chris Singleton is the Founder and Director of Ecommercetrix.
Since graduating from Trinity College Dublin in 1999, Chris has advised many businesses on how to grow their operations via a strong online presence, and now he shares his experience and expertise through his articles on the Ecommercetrix website.
Chris started his career as a data analyst for Irish marketing company Precision Marketing Information; since then he has worked on digital projects for a wide range of well-known organizations including Cancer Research UK, Hackney Council, Data Ireland and Prescription PR. He then went on to found the popular business apps review site Style Factory, followed by Ecommercetrix.
He is also the author of a book on SEO for beginners, “Super Simple SEO.”