Built by Operators Who Got Tired of the Hype
Built by Operators Who Got Tired of the Hype
Built by Operators Who Got Tired of the Hype
We're not an AI company that happened to find wholesale. We're wholesale growth specialists who use technology the right way—to amplify strategy, not replace it.
We're not an AI company that happened to find wholesale. We're wholesale growth specialists who use technology the right way—to amplify strategy, not replace it.
We're not an AI company that happened to find wholesale. We're wholesale growth specialists who use technology the right way—to amplify strategy, not replace it.
Target Percent
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Direct Sales
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Business
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Direct Sales
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Direct Sales
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Business
Willie Monks
Business Growth
Business Growth
Business Growth
Why We Exist
Why We Exist
Why We Exist
The Problem We Saw (and Couldn't Ignore)
The Problem We Saw (and Couldn't Ignore)
The Problem We Saw (and Couldn't Ignore)
Team work
Weekly
84%
84%
Online marketing
Finance solutions
The Story
The Story
The Story
We started working with wholesale brands in 2019, back when Faire was just gaining traction and "AI agents" weren't even a buzzword yet.
We started working with wholesale brands in 2019, back when Faire was just gaining traction and "AI agents" weren't even a buzzword yet.
We started working with wholesale brands in 2019, back when Faire was just gaining traction and "AI agents" weren't even a buzzword yet.
What We Noticed
Brands were succeeding on Faire but hitting growth ceilings (discovery dried up, margins got squeezed by the 15% fee)
They knew they needed to diversify (direct wholesale, email, trade shows) but didn't have the team or systems to execute
Every channel was treated separately (Faire contacts here, email lists there, trade show leads in a spreadsheet)
Tools promised to "solve" this but delivered spray-and-pray automation that felt robotic and got terrible results
Brands needed sophisticated, multi-channel growth strategies but could only afford to execute like a one-person show
Then the AI hype wave hit.
Then the AI hype wave hit.
Then the AI hype wave hit.
Suddenly every tool became "AI-powered." Every agency claimed to use "AI agents." Nobody explained what that actually meant or why it mattered. We watched brands get sold vaporware—tools that generated obvious, generic messages at scale. Worse results, faster. That's when we decided to build Smoothed.
Suddenly every tool became "AI-powered." Every agency claimed to use "AI agents." Nobody explained what that actually meant or why it mattered. We watched brands get sold vaporware—tools that generated obvious, generic messages at scale. Worse results, faster. That's when we decided to build Smoothed.
Suddenly every tool became "AI-powered." Every agency claimed to use "AI agents." Nobody explained what that actually meant or why it mattered. We watched brands get sold vaporware—tools that generated obvious, generic messages at scale. Worse results, faster. That's when we decided to build Smoothed.
Our Philosophy
Our Philosophy
Our Philosophy
How We Actually Think About AI (and Why It Matters)
How We Actually Think About AI (and Why It Matters)
How We Actually Think About AI (and Why It Matters)
Systems First, AI Second
Transparency Over Hype
Outcomes Over Features
What most companies do:
Buy an "AI agent" tool
Point it at a problem
Hope for magic
What we do
Understand the problem deeply
Design a workflow that would work manually
Build the system (prospecting process, messaging framework, conversion funnel)
Layer in AI to make it faster, smarter, and more scalable
Keep humans in the loop for strategy, quality, and relationships
Why this matters:
AI amplifies what you build. If the underlying system is broken, AI just breaks it faster at scale
Task Progress
Branding strategy
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Social media
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0%
Web development
0%
0%
App development
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Marketing Strategy
Annual Cashback
Systems First, AI Second
Transparency Over Hype
Outcomes Over Features
What most companies do:
Buy an "AI agent" tool
Point it at a problem
Hope for magic
What we do
Understand the problem deeply
Design a workflow that would work manually
Build the system (prospecting process, messaging framework, conversion funnel)
Layer in AI to make it faster, smarter, and more scalable
Keep humans in the loop for strategy, quality, and relationships
Why this matters:
AI amplifies what you build. If the underlying system is broken, AI just breaks it faster at scale
Task Progress
Branding strategy
0%
0%
Social media
0%
0%
Web development
0%
0%
App development
0%
0%
Marketing Strategy
Annual Cashback
Technology + Humans, Not Technology vs. Humans
Technology + Humans, Not Technology vs. Humans
Technology + Humans, Not Technology vs. Humans
Our Belief
AI is better at: Research, data processing, pattern recognition, scaling repetitive tasks
Humans are better at: Strategy, relationship building, quality judgment, creative problem-solving
How we work
How we work
How we work
AI gathers intelligence (LinkedIn, news, company websites, Faire activity)
AI gathers intelligence (LinkedIn, news, company websites, Faire activity)
AI generates personalized message variations
AI generates personalized message variations
Humans review messaging frameworks and high-value prospects
Humans review messaging frameworks and high-value prospects
Humans manage relationships and strategic decisions
Humans manage relationships and strategic decisions
AI handles follow-up triggers and behavioral responses
AI handles follow-up triggers and behavioral responses
Humans stay in the loop for quality and authenticity
Humans stay in the loop for quality and authenticity
Humans are better at: Strategy, relationship building, quality judgment, creative problem-solving
What Makes Us Different
What Makes Us Different
What Makes Us Different
Why Smoothed Exists in a Category of One
Why Smoothed Exists in a Category of One
Why Smoothed Exists in a Category of One
We're Not an Agency
We're Not a Software Tool
We're Not an "AI Agent" Company
We're a Strategic Growth Partner
Traditional agencies give you strategy and hands-on service, but they're:
Expensive (retainers start at $10K+/month)
Slow (everything requires human labor)
Unscalable (if they work, you outgrow them fast)
We're different:
We combine agency-level strategic thinking with technology-enabled execution. You get both the brain and the muscle.
Everything you
need to win
Grow Your Revenue
There are variations
Sun
Mon
Tue
Wed
Thu
Fri
Sat
Title
3,765.00
3,537.79
+152
+143
We're Not an Agency
We're Not a Software Tool
We're Not an "AI Agent" Company
We're a Strategic Growth Partner
Traditional agencies give you strategy and hands-on service, but they're:
Expensive (retainers start at $10K+/month)
Slow (everything requires human labor)
Unscalable (if they work, you outgrow them fast)
We're different:
We combine agency-level strategic thinking with technology-enabled execution. You get both the brain and the muscle.
Everything you
need to win
Grow Your Revenue
There are variations
Sun
Mon
Tue
Wed
Thu
Fri
Title
3,765.00
3,537.79
+152
+143
We're Not an Agency
We're Not a Software Tool
We're Not an "AI Agent" Company
We're a Strategic Growth Partner
Traditional agencies give you strategy and hands-on service, but they're:
Expensive (retainers start at $10K+/month)
Slow (everything requires human labor)
Unscalable (if they work, you outgrow them fast)
We're different:
We combine agency-level strategic thinking with technology-enabled execution. You get both the brain and the muscle.
Everything you
need to win
Grow Your Revenue
There are variations
Sun
Mon
Tue
Wed
Thu
Fri
Title
3,765.00
3,537.79
+152
+143
The Old Wholesale Model is Dead
The Old Wholesale Model is Dead
The Old Wholesale Model is Dead
How it used to work
1.
Create great products
2.
Get into a few key trade shows
3.
Wait for retailers to discover you
4.
Build relationships one at a time
5.
Take orders via phone, email, or order forms
6.
Manage everything in spreadsheets
How it used to work
1.
Create great products
2.
Get into a few key trade shows
3.
Wait for retailers to discover you
4.
Build relationships one at a time
5.
Take orders via phone, email, or order forms
6.
Manage everything in spreadsheets
Why it's broken
.
Trade show attendance is declining
.
Retailers expect to discover brands online (Faire, Google, social)
.
Buying cycles are faster and more digital
.
Margins are under pressure from platform fees and competition
.
Brands need data and systems to compete, not just relationships
Why it's broken
.
Trade show attendance is declining
.
Retailers expect to discover brands online (Faire, Google, social)
.
Buying cycles are faster and more digital
.
Margins are under pressure from platform fees and competition
.
Brands need data and systems to compete, not just relationships
Proof & Results
Proof & Results
Proof & Results
The Future of Wholesale Is Multi-Channel + Intelligent
The Future of Wholesale Is Multi-Channel + Intelligent
The Future of Wholesale Is Multi-Channel + Intelligent
What Winning Brands Will Do:
1.
Be Proactive
(find retailers, don't just wait to be found)
2.
Be present everywhere
(Faire, direct outreach, trade shows, email, SEO, ads)
3.
Be personalized
(speak to specific retailer needs, not generic pitches)
4.
Be data-driven
(track what works, optimize constantly)
5.
Be efficient
(use technology to scale without burning out)
What Winning Brands Will Do:
1.
Be Proactive
(find retailers, don't just wait to be found)
2.
Be present everywhere
(Faire, direct outreach, trade shows, email, SEO, ads)
3.
Be personalized
(speak to specific retailer needs, not generic pitches)
4.
Be data-driven
(track what works, optimize constantly)
5.
Be efficient
(use technology to scale without burning out)
What This Requires:
.
Unified customer data (one view across all channels)
.
Intelligent automation (personalized at scale)
.
Strategic coordination (channels work together,not separately)
.
Human judgment (technology amplifies,doesn't replace)
What This Requires:
.
Unified customer data (one view across all channels)
.
Intelligent automation (personalized at scale)
.
Strategic coordination (channels work together,not separately)
.
Human judgment (technology amplifies,doesn't replace)
This is what we're building at Smoothed.
The wholesale brands that thrive in 2025+ will be the ones who combine:
1.
Operator expertise
(understanding retail, relationships, category dynamics)
2.
Technology leverage
(AI, automation, unified systems)
3.
Authentic engagement
(personalized, relevant, human)
That's the future we're building for—with you.
This is what we're building at Smoothed.
The wholesale brands that thrive in 2025+ will be the ones who combine:
1.
Operator expertise
(understanding retail, relationships, category dynamics)
2.
Technology leverage
(AI, automation, unified systems)
3.
Authentic engagement
(personalized, relevant, human)
That's the future we're building for—with you.
What We Believe and How We Work
What We Believe and How We Work
What We Believe and How We Work
Outcomes Over Activity
What this means:
We measure success by results (response rates, revenue growth, reorder rates), not vanity metrics (emails sent, contacts added, campaigns launched).
How you experience this
We're maniacally focused on what moves the needle for your business. If something isn't working, we change it fast.
Outcomes Over Activity
What this means:
We measure success by results (response rates, revenue growth, reorder rates), not vanity metrics (emails sent, contacts added, campaigns launched).
How you experience this
We're maniacally focused on what moves the needle for your business. If something isn't working, we change it fast.
Transparency Over Jargon
What this means:
We explain what we're doing in plain English. No hiding behind buzzwords or technical complexity.
How you experience this:
You always know what we're working on, why we're doing it, and what results to expect. No black boxes.
Transparency Over Jargon
What this means:
We explain what we're doing in plain English. No hiding behind buzzwords or technical complexity.
How you experience this:
You always know what we're working on, why we're doing it, and what results to expect. No black boxes.
Strategy Before Tactics
What this means:
We don't jump straight to execution. We start by understanding your ICP, your goals, your constraints, and your competitive landscape.
How you experience this
Every strategy session starts with deep questions about your business, not pitching our services.
Strategy Before Tactics
What this means:
We don't jump straight to execution. We start by understanding your ICP, your goals, your constraints, and your competitive landscape.
How you experience this
Every strategy session starts with deep questions about your business, not pitching our services.
Humans + Technology, Not Technology Alone
What this means:
We use AI and automation to make our work faster and more scalable, but humans stay in the loop for strategy, quality, and relationships.
How you experience this:
You're never talking to a chatbot. You have a real human partner who knows your business and makes judgment calls.
Humans + Technology, Not Technology Alone
What this means:
We use AI and automation to make our work faster and more scalable, but humans stay in the loop for strategy, quality, and relationships.
How you experience this:
You're never talking to a chatbot. You have a real human partner who knows your business and makes judgment calls.
Long-Term Partnership Over Short-Term Wins
What this means:
We're not here to run a 3-month campaign and disappear. We're building systems that compound— getting better and more valuable over time.
How you experience this
We optimize constantly. What works in month 1 gets better in month 6. We're playing the long game with you.
Long-Term Partnership Over Short-Term Wins
What this means:
We're not here to run a 3-month campaign and disappear. We're building systems that compound— getting better and more valuable over time.
How you experience this
We optimize constantly. What works in month 1 gets better in month 6. We're playing the long game with you.
Anti-Hype, Pro-Truth
What this means:
We don't promise magic. We don't oversell AI. We tell you what's realistic and deliver on it.
How you experience this
No bait-and-switch. No overpromising. Just honest assessments and reliable execution.
Anti-Hype, Pro-Truth
What this means:
We don't promise magic. We don't oversell AI. We tell you what's realistic and deliver on it.
How you experience this
No bait-and-switch. No overpromising. Just honest assessments and reliable execution.
The Brands We Partner With (and Who We're Not For)
The Brands We Partner With (and Who We're Not For)
The Brands We Partner With (and Who We're Not For)
You're a Great Fit If
You're a wholesale brand doing $500K–$10M+ in annual revenue
You're past the startup phase but not yet enterprise scale. You need sophisticated growth without enterprise budgets.
You're on Faire but hitting growth limits
Discovery has slowed, margins are tight from the 15% fee, you're starting to feel commoditized.
You know you need to diversify channels but don't know how
You want direct wholesale relationships, better trade show ROI, coordinated email marketing—but lack the team or systems.
You value strategy + execution, not just one or the other
You don't just want a plan (agency) or a tool (software). You want a partner who thinks AND does.
You're willing to invest in systems that compound
You're playing the long game. You want infrastructure that gets more valuable over time, not quick hacks
You care about authentic engagement, not just volume
You'd rather send 100 great messages than 10,000 mediocre ones.
You're a Great Fit If
You're a wholesale brand doing $500K–$10M+ in annual revenue
You're past the startup phase but not yet enterprise scale. You need sophisticated growth without enterprise budgets.
You're on Faire but hitting growth limits
Discovery has slowed, margins are tight from the 15% fee, you're starting to feel commoditized.
You know you need to diversify channels but don't know how
You want direct wholesale relationships, better trade show ROI, coordinated email marketing—but lack the team or systems.
You value strategy + execution, not just one or the other
You don't just want a plan (agency) or a tool (software). You want a partner who thinks AND does.
You're willing to invest in systems that compound
You're playing the long game. You want infrastructure that gets more valuable over time, not quick hacks
You care about authentic engagement, not just volume
You'd rather send 100 great messages than 10,000 mediocre ones.
How it used to work
You're pre-revenue or just launching
We work with brands that have product-market fit and existing wholesale traction. We scale what's working, not test brand-new concepts.
You want a "set it and forget it" solution
Growth requires ongoing optimization. We're hands-on, but you need to stay engaged too.
You just want cheaper labor to execute your existing plan
We're strategic partners, not order-takers. If you just need someone to send emails you write, we're not the right fit.
You don't see the value in technology + data
If you only believe in "relationship selling" and think automation is impersonal, we'll frustrate you.
You're looking for the cheapest option
We're not the most expensive, but we're also not competing on price. You're paying for expertise, systems, and results.
How it used to work
You're pre-revenue or just launching
We work with brands that have product-market fit and existing wholesale traction. We scale what's working, not test brand-new concepts.
You want a "set it and forget it" solution
Growth requires ongoing optimization. We're hands-on, but you need to stay engaged too.
You just want cheaper labor to execute your existing plan
We're strategic partners, not order-takers. If you just need someone to send emails you write, we're not the right fit.
You don't see the value in technology + data
If you only believe in "relationship selling" and think automation is impersonal, we'll frustrate you.
You're looking for the cheapest option
We're not the most expensive, but we're also not competing on price. You're paying for expertise, systems, and results.
Meet the Team
Meet the Team
Meet the Team
The Operators Behind Smoothed
The Operators Behind Smoothed
The Operators Behind Smoothed
John doe
Founder & CEO
John doe
Founder & CEO
Jane smith
Chief Operating Officer
Jane smith
Chief Operating Officer
Michael johnson
Head of Business Development
Michael johnson
Head of Business Development
Emily brown
Senior Consultant
Emily brown
Senior Consultant
Want to See How We Do It?
Want to See How We Do It?
Want to See How We Do It?
Let’s Map Out Your Wholesale Growth Strategy
Let’s Map Out Your Wholesale Growth Strategy
Let’s Map Out Your Wholesale Growth Strategy
We start every relationship with a strategy session to understand: - Your ideal customer profile (who are your best retailers?) - Your current challenges (Faire limits? Weak reorders? Trade show ROI?) - Your growth goals (more retailers? Higher AOV? Less platform dependency?)
Then we’ll show you exactly how our system would work for your brand—no fluff, no generic promises, just a clear plan.
We start every relationship with a strategy session to understand: - Your ideal customer profile (who are your best retailers?) - Your current challenges (Faire limits? Weak reorders? Trade show ROI?) - Your growth goals (more retailers? Higher AOV? Less platform dependency?)
Then we’ll show you exactly how our system would work for your brand—no fluff, no generic promises, just a clear plan.
We start every relationship with a strategy session to understand: - Your ideal customer profile (who are your best retailers?) - Your current challenges (Faire limits? Weak reorders? Trade show ROI?) - Your growth goals (more retailers? Higher AOV? Less platform dependency?)
Then we’ll show you exactly how our system would work for your brand—no fluff, no generic promises, just a clear plan.
Typical session: 45 minutes, Zoom, zero obligation. We’ll walk through your current setup and show you specific opportunities we see.
Typical session: 45 minutes, Zoom, zero obligation. We’ll walk through your current setup and show you specific opportunities we see.
Typical session: 45 minutes, Zoom, zero obligation. We’ll walk through your current setup and show you specific opportunities we see.
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Team work
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Online marketing
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Finance solutions
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Finance solutions
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