Building Bala's wholesale program from the ground up.

Brand: Bala

Category: Wellness, fitness, lifestyle

Focus: Wholesale strategy, retail growth, sales infrastructure

Overview: Samantha was one of Bala’s first full-time hires and the first employee brought on to build the brand’s wholesale business. Over nearly 10 years of working with the brand on and off, she helped build the wholesale program from the ground up, turning an early-stage sales channel into a major revenue driver.

Role: As the lead behind Bala’s wholesale strategy, Samantha built the foundation for the brand’s retail growth, from outreach and buyer relationships to account strategy, assortment planning, sales systems, and long-term channel development.

Scope of Work:

• Built Bala’s wholesale program from the beginning

• Developed wholesale, retail, and key account strategy

• Led buyer outreach and relationship management

• Created sales structure, tracking, and revenue systems

• Built account strategies across national retailers, boutiques, fitness, wellness, and specialty accounts

• Supported assortment planning, launches, follow-up strategy, and retail growth

• Helped turn wholesale into one of the brand’s most important revenue channels

Impact: Helped scale Bala’s wholesale business from approximately $2M to $20M in one year, building a repeatable sales engine that supported the brand’s broader growth.

Client Quote: “Samantha was instrumental to scaling Bala’s wholesale and sales strategy, bringing both structure and momentum to a channel that’s been critical to our growth. She consistently turns opportunities into meaningful revenue.”

— Natalie Holloway, Co-Founder & CEO, Bala