# Solbari hired a wholesale sales lead before raising capital — the DTC-to-retail sequencing that works *The Australian UPF brand staffed for distribution before pitching buyers, reversing the typical underfunded retail expansion.* 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-2026-06-10t09-4 Subject: Solbari Tags: wholesale, dtc-to-retail, channel-expansion, sales-leadership, specialty-retail --- Solbari, the Melbourne-founded UPF **50+** sun-protection apparel brand, appointed Grayson Davis as head of sales to lead its U.S. wholesale expansion, according to Morningstar. The move lands as demand for certified daily sun-safe clothing grows across U.S. specialty retail. The sequencing matters: Solbari hired the distribution lead before launching the buyer pitch cycle, not after signing the first accounts. Most direct-to-consumer physical-product brands approach wholesale backwards. They secure a handful of retail doors, then scramble to hire someone who can service the orders and chase the next twenty accounts. Solbari inverted that. Davis joins with a remit to build the wholesale channel from zero, meaning the brand can present a coherent assortment, consistent lead times, and a single point of contact when buyers ask who owns the relationship. The Australian brand is betting that U.S. specialty retailers will prioritize a supplier who can scale with them over one learning wholesale logistics in real time. The underlying mechanism is operational credibility. Buyers at independent retail chains and specialty boutiques evaluate not just the product but the supplier's ability to restock on time, handle damages, and coordinate marketing support across multiple locations. A dedicated sales lead signals that the brand has modeled the unit economics of wholesale, allocated budget for sample seeding and linesheet production, and committed to the channel for more than one season. That reduces the buyer's perceived risk of the supplier disappearing or deprioritizing wholesale when DTC revenue climbs. Solbari's category positioning amplifies the play. Sun-protection apparel with certified UPF ratings occupies a functional niche that independents and outdoor specialty chains stock year-round, not just for summer swim. The product solves a documented problem — daily UV exposure — and carries a third-party standard that retail staff can explain at point of sale. That gives buyers a clear reason to allocate linear footage and makes the sell-through case easier than fashion apparel with no functional claim. A small physical-product brand can run the same sequencing on a tighter budget. Before contacting buyers, hire a part-time wholesale contractor or a commission-based sales rep who has existing relationships in your category. Pay them a monthly retainer of **$2,000** to **$3,000** plus **8** to **10** percent commission on net wholesale revenue. Their first job is not closing accounts but building the infrastructure: a one-page linesheet with wholesale pricing, minimum order quantities, lead times, and return policy; a sample program with terms for seeding product to buyers; and a list of **30** to **50** target accounts ranked by fit. This takes four to six weeks. Only after that system is documented do you start outreach. The pitch itself is operational, not brand narrative. Lead with the product's functional claim, the third-party certification or test result that differentiates it, and your ability to restock within a specified window. Include a sentence on your DTC revenue or growth rate as proof of consumer demand, but keep the focus on how you will make the buyer's job easier. Offer to start with a **$500** to **$1,000** test order and a **60**-day payment term. Position the relationship as a multi-season partnership, not a one-time buy. Close by naming the rep who will service the account and provide their direct contact information. The broader pattern is that wholesale expansion is a staffing decision before it is a sales decision. Brands that treat retail distribution as a part-time side project staffed by the founder lose credibility with buyers who need reliable supply. Solbari's move demonstrates that hiring the channel lead first — even before the revenue justifies the headcount — compresses the ramp time and raises the ceiling on how many doors you can ultimately serve. ## The takeaway Hire your wholesale lead before pitching buyers, not after you sign the first accounts — operational credibility sells doors. --- ## 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