# Solbari Pivots D2C UPF Apparel Into U.S. Wholesale With Specialty Retail Hire *Australian sun-protection brand enters retail channel as certified UPF demand rises in specialty stores.* By **Jenny Huang Goodman MPA MSc MHSA, Principal** — The Stash Edge, Hako Shikin LLC. Published 2026-06-10. Canonical: https://www.pops4.com/stash/articles/solbari-2026-06-10t00-5 Subject: Solbari Tags: wholesale, distribution, upf apparel, specialty retail, certification, australia --- Solbari, a Melbourne-founded UPF 50+ sun-protection apparel brand, launched a U.S. wholesale expansion and appointed Grayson Davis as head of sales to lead retail growth strategy, according to Morningstar. The move shifts the Australian direct-to-consumer brand into physical retail as demand for certified sun-safe clothing grows across specialty stores. The brand appointed Davis to build its wholesale infrastructure and secure placement in U.S. specialty retail accounts. Solbari manufactures apparel tested to UPF 50+ certification, blocking **98 percent** of UV radiation. The wholesale push targets retailers serving customers seeking dermatologist-recommended sun protection beyond seasonal beachwear. The mechanism is distribution arbitrage in an underpenetrated category. UPF apparel remains niche in U.S. retail despite rising skin cancer awareness. Solbari enters wholesale when specialty retailers need differentiated inventory and consumers increasingly search for functional apparel backed by third-party certification. The brand converts its Australian testing credentials and D2C proof into retail credibility, letting specialty stores offer a solution their customers ask for but cannot find on existing racks. Wholesale works because the product solves a buyer's merchandising problem. Specialty retailers face customers who learned about UPF fabric online but find only generic athletic wear or expensive outdoor brands in-store. Solbari slots into the gap: certified protection in everyday styles at accessible price points. The hire signals commitment to retail terms, co-op marketing, and account service rather than one-off showroom orders. A small physical-product brand copies this by identifying a certified or third-party-validated feature their retail target cannot easily source. Lead with the certification in wholesale outreach. Write: "Our [product] is [standard] certified. Your customers ask for this. Current suppliers do not stock it. We have **12 SKUs** ready to ship with **60-day terms** and co-op support." Send to **20 specialty accounts** in one vertical before expanding. Budget **$2,400** for samples, line sheets, and first trade show booth. Build a wholesale pitch deck showing D2C sell-through data, customer reviews mentioning the certification, and competitor shelf photos proving the gap. Offer retailer exclusivity in a **50-mile radius** for the first **90 days** to secure试_placement. Hire or contract a sales lead only after closing **three anchor accounts**. Before that, the founder runs the play: one vertical, one region, proof before infrastructure. The pattern is certified differentiation meeting retail shelf gaps. Solbari moved when specialty stores needed inventory their customers already wanted but could not find. The same arbitrage runs across categories: OEKO-TEX bedding in home stores, USDA Organic pet treats in neighborhood pet shops, UL-certified tech accessories in gift retailers. The brand that documents consumer demand and solves the buyer's sourcing problem wins the door. ## The takeaway Enter wholesale when you hold third-party certification for a feature retail customers request but stores cannot stock. --- ## Publisher **Hako Shikin LLC** — Virginia Beach, Virginia. Founded 1997. ASI 217876 · 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