Faire is expanding beyond its traditional retail customer base, opening its platform to businesses such as restaurants, hotels, corporate offices, and event companies.

Founded in 2017 by former Square executives, Faire operates an online wholesale marketplace that connects independent brands and makers with buyers, offering a digital alternative to traditional trade shows.

The company said the business-to-business wholesale market remains underserved, with growing demand from sectors including hospitality, healthcare, offices, and event planning.

To test the opportunity, Faire recently ran a pilot program involving nearly 5000 businesses across North America, with JW Marriott San Francisco Union Square as one of the first adopters.

“We’re always looking for ways to elevate the guest experience, and that extends to the products we offer in our retail space,” said Anthony Le, director of rooms at JW Marriott San Francisco Union Square.

“Through Faire, we’ve been able to source unique and locally relevant products. It’s allowed us to curate a more elevated and distinctive offering for our guests.”

Faire CEO Max Rhodes said the expansion aims make wholesale purchasing more accessible to a wider range of businesses.

“Opening the platform to these buyers is a step toward a future where more businesses, whether stocking their shelves, designing a space, or bringing a menu to life, can easily discover distinct products to build thoughtful, curated experiences for the people they serve,” he added.

• Further reading: Shopify invests in wholesale platform Faire.