Founded in 2017 by Will Defiel and Mike Vannelli, Simple Sourcing is a young company backed by old experience. Both partners combine for 30+ years of sourcing, manufacturing, importing and selling to major US-based retailers. Using a mix of established relationships, operational excellence and trends analysis, we provide our retail partners with profitable, value-priced product categories sourced directly from our global manufacturers.


Mission Statement

Simple Sourcing’s mission is to source innovative, trend-right products to mass retailers in an open and honest manner.


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Meet Our Team

Mike Vannelli
Mike Vannelli
Co-Founder, CEO
Mike has over 25 years’ experience selling to mass merchant and specialty stores across a number of different product categories and industries. He is customer focused with an eye for identifying product and category trends. Mike calls on mass merchants and specialty chains, priding himself on his ability to take a product from initial concept to retail shelf.


Will Defiel, MA
Will Defiel, MA
Co-Founder, President
With over 5 years’ experience as a project manager in the sourcing industry, Will is Simple Sourcing’s. From design changes and product testing to packaging, packing and delivery, Will manages each program after the sale has been made.


Ken Wu
Ken Wu
Partner, Asia Operations
Based in Ningbo, China, Ken manages Simple Sourcing’s factory relationships across China and the South Pacific. With over 10 years’ experience, Ken has sourced hundreds of programs for the world’s largest retailers, executing on-time, in-full.  Whether owned brand or retail private label, his team ensures factory compliance, quality control, and the logistical execution for all Simple Sourcing products sourced abroad.

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