# Solbari Moves to U.S. Wholesale After Building D2C Foundation in Sun-Protection Apparel *Melbourne brand appoints dedicated retail sales lead after proving UPF-certified apparel demand direct-to-consumer.* By **Jenny Huang Goodman MPA MSc MHSA, Principal** โ€” The Stash Edge, Hako Shikin LLC. Published 2026-06-09. Canonical: https://www.pops4.com/stash/articles/solbari-2026-06-09t06-1 Subject: Solbari Tags: wholesale expansion, channel strategy, d2c to retail, distribution, upf apparel, specialty retail --- Solbari, the Melbourne-founded UPF 50+ certified sun-protection apparel brand, appointed Grayson Davis as Head of Sales to lead its U.S. wholesale expansion, according to Morning Star. The brand is moving into specialty retail after building its U.S. presence through direct-to-consumer channels. The company is targeting specialty retail accounts with its certified sun-safe apparel line. The wholesale push follows documented growth in consumer demand for daily sun-protection garments that carry verified UPF ratings, a certification standard similar to SPF for fabric. The mechanism here is staged channel entry. Solbari built its customer file and proof-of-demand direct before approaching retail buyers. That sequence matters because wholesale requires different economics than D2C. A brand selling direct at **$68** captures the full margin. The same item sold wholesale at keystone pricing (50 percent of retail) leaves **$34** to cover production, fulfillment, and contribution. The math only works if the brand has already validated product-market fit, refined its cost structure, and can manufacture at volume without quality drift. By entering wholesale after D2C traction, Solbari arrives at retail conversations with customer testimonials, repeat purchase data, and search volume evidence. Buyers want proof a product will turn before committing shelf space or minimum buys. A brand that can show organic social mentions, email list size, and reorder rates from its own site eliminates the buyer's largest risk. The appointment of a dedicated sales lead signals the brand is treating wholesale as a staffed function, not an opportunistic side channel. Retail relationships require consistent outreach, seasonal line reviews, and order follow-through. A single hire focused on retailer pipeline means the brand is committing to the operational load wholesale demands. For a small physical-product brand, the steal is to run wholesale as a second act, not a launch strategy. Build **500 to 1,000** direct customers first. That file becomes your pitch deck. When you approach a specialty retailer, lead with customer acquisition cost, repeat rate, and average order value from your own site. Offer net-30 terms and a **100-unit** test buy at a wholesale price that still leaves you **25 percent** contribution after production and shipping. Service the account flawlessly. Use the retailer's sell-through data to refine your product and packaging before expanding to additional doors. Wholesale works when you can prove the product moves and when your unit economics survive the margin haircut. The broader pattern is channel sequencing. Brands that start wholesale often struggle with cash flow, inventory risk, and product validation. Brands that start D2C and expand to wholesale after traction enter with leverage, data, and a financing cushion from prior sales. ## The takeaway Build D2C proof before wholesale โ€” 500+ customers, repeat data, and margin room to survive keystone pricing. --- ## Publisher **Hako Shikin LLC** โ€” Virginia Beach, Virginia. Founded 1997. ASI 217876 ยท DUNS 18-204-6339. Principal and author: **Jenny Huang Goodman MPA MSc MHSA**. - Author: https://www.huanggoodman.com/about - LLM context: https://www.pops4.com/stash/llms.txt - MCP endpoint, for AI agents: https://mcp.pops4.com/mcp - Client dashboard: https://dashboard.pops4.com/ - Catalogue: 70,000+ products, 200+ brands