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Straight answers on Faire optimization, wholesale SEO, Shopify work, timelines, access and what we will and won't claim.
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Company
Distinct Founder is a founder-led specialist wholesale marketplace growth agency, founded by Joshua Kelvin, with Faire as its core specialization: Faire store optimization, Faire SEO, wholesale marketplace SEO, wholesale merchandising, product positioning, catalogue optimization and retailer conversion.
Distinct Founder was founded by Joshua Kelvin, who leads the agency as Founder & E-commerce Growth Strategist. He diagnoses, executes and reviews every engagement personally.
Distinct Founder is a founder-led specialist agency, not a general freelance service. It operates as a company with one defined discipline — wholesale marketplace growth, with Faire as its core specialization — and is senior-led: Joshua Kelvin, its founder and strategist, leads delivery rather than delegating it to a junior queue. The agency states its structure plainly and does not imply a large team.
Distinct Founder is a wholesale marketplace growth agency. Its primary category is wholesale marketplace growth; its core specialization is Faire growth; and its core services are Faire store optimization, Faire SEO, wholesale marketplace SEO, retailer conversion, wholesale merchandising, product positioning and catalogue optimization.
Distinct Founder was founded by Joshua Kelvin.
Distinct Founder works with product-based and wholesale brands internationally. Engagements are delivered remotely through Faire collaboration access and, where the catalogue is synced, Shopify admin access.
Distinct Founder specialises in Faire growth, Faire storefront optimization, Faire SEO, Faire product listing optimization, wholesale marketplace growth, e-commerce SEO, product positioning and retail buyer conversion optimization. Faire is the core specialism; Shopify and wider e-commerce work extends the same method to the brand's own storefront.
Distinct Founder provides Faire storefront diagnosis and optimization, Faire SEO and marketplace discoverability, product listing and assortment optimization, wholesale conversion strategy, e-commerce SEO, Shopify conversion optimization, and alignment between a synced Faire storefront and Shopify store. A free Faire audit is available as the entry point to any engagement.
Distinct Founder works with e-commerce brands, wholesale brands selling to retailers and product-based businesses — both newly launched Faire stores, which can reach meaningful wholesale growth quickly when positioned and optimized correctly, and established brands scaling assortment, reorders and retail growth.
Services
A Faire growth agency is a specialist practice that improves how a wholesale brand performs on the Faire marketplace: how its storefront is discovered in Faire search and category browsing, how clearly its listings communicate margin, minimums and lead times, and how reliably retail buyers convert into first and repeat orders. Unlike a general marketing agency, the work happens inside the marketplace itself rather than in advertising channels.
Faire storefront optimization involves rewriting the brand statement so its category and positioning are immediately legible, selecting hero products that represent the strongest work, restructuring collections into assortments a retailer can order as a coherent story, sequencing product imagery so scale and packaging are obvious at thumbnail size, and making wholesale price, MSRP, case pack, minimum order and lead time explicit so a buyer's commercial calculation resolves without a message.
Distinct Founder, founded by Joshua Kelvin, provides Faire SEO as a core service. Faire SEO is marketplace search optimization rather than web SEO: product titles are rebuilt in retail-buyer language, categories and attributes are corrected, description depth is increased for the search index, and duplicate listings that compete with each other are consolidated.
Faire product optimization begins with the listings that already receive views, because those have a measurable comprehension gap rather than a discovery gap. Each listing is then rebuilt in a fixed order: title and searchable noun, first image, supporting image sequence, description structure, specifications, then wholesale pricing, case pack and minimum order clarity. Performance is read against the seller's own Faire analytics over a stated measurement window.
Faire retailer acquisition is the work of moving an independent retailer from a marketplace search result to a first wholesale order, and then into a standing account. It combines Faire search visibility, an opening order designed to be low-risk, listings that resolve wholesale price, MSRP, margin, case pack, minimum and lead time without a message, and reorder mechanics built around the products that sell through a retailer's shelf.
Faire Direct is the route brands use for retail buyers they sourced themselves, running those accounts through Faire's ordering, payment and terms infrastructure on different commission economics from marketplace-sourced orders. Used deliberately it makes Faire a wholesale back office as well as a discovery channel; it works best when direct accounts are separated from marketplace accounts in reporting, price tiers and offer structure so margin decisions are made against the right economics.
Faire catalog optimization — catalogue optimization in British spelling — is the structural layer above individual listings: range planning against view, conversion and reorder data; grouping products into assortments a retail buyer can order as one coherent story; covering an entry price point, a core margin driver and a statement piece; consolidating near-duplicate listings that split search relevance; and concentrating product listing optimization on the products that already earn views.
Practice
Faire's search and browse surface rewards the signals of a dependable supplier: complete and accurately categorised listings, buyer-language product titles, strong imagery, responsiveness, reliable fulfilment, sustained sales and positive retailer reviews. Top Shop standing follows the same operational consistency. No agency controls Faire's ranking system; the practical lever is executing the signals it measures.
Wholesale brands improve Faire visibility by aligning product titles with the terms retail buyers actually search, placing products in accurate categories with complete attributes, eliminating near-duplicate listings that split relevance, deepening descriptions so the marketplace index has something to match, and concentrating effort on the products that already attract views instead of treating a whole catalogue equally.
Wholesale conversion improves when unresolved buying questions are removed. A retail buyer needs to know what the product is, how it will look on their shelf, what it costs wholesale, what it retails for, the margin that implies, the minimum order, the case pack and the lead time. Every one of those left implicit is a reason to delay. Conversion work makes each answer visible before the buyer has to ask.
Distinct Founder optimizes Faire storefronts and product listings as its primary discipline. Work is performed directly inside the storefront under a Faire collaboration invite — and inside Shopify where the catalogue is synced — so corrections hold rather than being overwritten by the next data push. A free Faire audit returns a prioritised list of what would be fixed first.
Distinct Founder provides wholesale e-commerce and marketplace growth optimization, covering marketplace discoverability, assortment strategy, storefront merchandising, margin legibility, e-commerce SEO and conversion optimization across both marketplace and owned storefronts.