Mable

Mable operates as a B2B wholesale commerce platform, connecting retailers, brands, and distributors within the grocery and convenience store market. The company was founded in 2019 by Arik Keller and Eric Carlstrom. The idea for Mable originated from Keller's personal experience after he acquired a small grocery store in July 2018 and discovered firsthand the inefficiencies of inventory procurement. Having spent two decades in high-tech startups with successful exits to companies like PayPal and Facebook, Keller sought a change from the digital world, only to identify a significant gap in the modernization of wholesale ordering. This led him to team up with Carlstrom, a serial entrepreneur and the former CTO of SidelineSwap and EverTrue, to build a solution.

The company's platform serves small businesses such as grocery stores, convenience stores, artisanal markets, and health food retailers. Mable's business model centers on streamlining the discovery, ordering, and inventory management process for these retailers. It provides a mobile and web-based application where retailers can browse and purchase products from a wide array of suppliers and wholesalers. This approach offers emerging brands a more accessible distribution channel and allows retailers to easily restock and discover new products. For distributors, Mable provides an e-commerce solution to offer their customers. The company generates revenue through a one-time onboarding fee for brands, ranging from $500 to $1,000, which covers data management and catalog maintenance. There's also a nominal fee for brands to join distributor-specific marketplaces on the platform.

Mable's core service is a dropship marketplace that facilitates direct shipping from the brand to the store, typically within two days and with low order minimums. The platform is designed to integrate with a retailer's existing ordering systems through Electronic Data Interchange (EDI) connectivity, which has improved retention and success with larger chains. Retailers can use the app for features like barcode scanning for in-aisle ordering and can benefit from streamlined invoicing. Initially focused on the Northeast U.S., Mable is now available to businesses across the country and has expanded its product focus from packaged foods to include plans for produce and beverages. The platform has successfully connected hundreds of brands to new retail accounts, demonstrating its value in a market estimated to be worth over $641 billion.

Keywords: B2B wholesale, grocery procurement, CPG distribution, food and beverage marketplace, independent retailers, emerging brands, wholesale e-commerce, inventory management software, product discovery platform, distributor solutions, dropship marketplace, food supply chain, retail technology, convenience store suppliers, specialty foods, online ordering platform, Arik Keller, mobile commerce, wholesale distribution, grocery tech