The Buying Myth: One Product to Rule Them All? Not Really.
In the world of retail, we often glorify the “hero product”—the one SKU that sells out, trends online, and becomes the face of the season. But here’s the real truth, if you’re a buyer: no one makes margin on just one product. The game is won in the bundle.
Walmart doesn’t just sell a desk for students. They bundle that desk with a lamp, a pinboard, a soft mirror, and a bin set—all in one neat seasonal combo. Why? Because buyers understand this: people don’t buy products, they buy solutions. And nothing says “solution” like a curated combo that fits a lifestyle or moment.
IKEA: Master of the Silent Add-on
Ever notice how IKEA’s best-sellers aren’t just the couches or beds—but the throw pillows, side tables, and floor lamps around them?
IKEA’s buyers deliberately build out “micro-environments” where your purchase intention starts with one thing—and ends with five. This is the art of the indirect best-seller strategy: bundle to upsell, emotionally and visually.
Costco: Bulk Yes, But Better Bundled
Costco doesn’t just think in volume—they think in perceived value. That’s why you often find home goods in 2- or 3-pack bundles: think mirror sets, seasonal décor groupings, or double-layer organizers.
As a buyer, this lets you reduce packaging cost, simplify logistics, and boost margin—all while offering a “deal” the shopper can feel.
What Smart Buyers Actually Want in a Combo Proposal
If you’re a vendor pitching a combo, here’s what procurement teams (like mine) actually care about:
1 anchor SKU + 2 support SKUs, with price laddering
Seasonal storytelling (e.g., “Mother’s Day Entryway Refresh Set”)
Retail-ready packaging: PDQ or boxed set
Assembly/display visual guides
Merchandising shelf map + holiday promo angle
If your proposal only says “this product sold well,” it’s DOA. You need a bundle pitch. Because we don’t pitch products—we pitch reasons to list.
Bundle Thinking: Not Just for Retail Giants
You don’t have to be Walmart or IKEA to use combo logic. Even emerging home brands can create compelling bundles with high sell-through potential.
And guess what? Buyers love vendors who think like buyers. If you show me:
A visual concept
Matching price tiers
A seasonal hook
And good shipping logic
…we’ll talk.
A Real Bundle Example: Teruier’s 3-Piece Mirror Combo
Here’s how Teruier structures a buyer-friendly bundle:
Products: 3 decorative mirrors (one large, two small), unified color tone
Packaging: Giftable box + optional PDQ
Occasion: Holiday gifting / Entryway refresh
Display: Styled photos in retail mock-up
Buyer Bonus: Custom sizing and fast MOQ
The point is not to just sell a mirror. It’s to sell an entrance feel, a mood, a solution—in one SKU set.
Conclusion: Don’t Just Sell Me a Product. Sell Me a Plan.
As a buyer, I don’t need another single SKU. I need a story I can bring to my category manager, my promo calendar, and my POS team. That story is often a combo with a purpose.
So next time you think you have a best-seller—ask yourself: what’s the bundle story around it?
