# Solbari Hires Head of Sales to Lead U.S. Wholesale Push for UPF 50+ Apparel *Australian sun-protection brand enters specialty retail with dedicated sales lead as daily sun-safe clothing gains traction.* 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-2026-06-10t16-2 Subject: Solbari Tags: wholesale, distribution, sun protection, specialty retail, certification --- Solbari, a Melbourne-based UPF 50+ certified sun-protection apparel brand, entered the U.S. wholesale channel and appointed Grayson Davis as Head of Sales to lead retail expansion, according to Morningstar. The move signals a shift from direct-to-consumer to broader retail distribution as demand for certified daily sun-safe clothing grows across American specialty stores. The brand hired Davis to build relationships with U.S. specialty retailers and drive placement of its clinically certified sun-protective garments. Solbari's line carries UPF 50+ certification, blocking **98 percent** of UV radiation, and targets consumers seeking daily sun defense beyond beach and athletic contexts. The wholesale entry positions the brand to meet demand in physical retail channels where customers can touch fabric and assess fit before purchase. The play works because sun protection has shifted from niche athletic gear to everyday apparel, and specialty retailers need certified products to serve health-conscious shoppers. Dermatologists increasingly recommend daily UV protection, expanding the addressable market beyond outdoor enthusiasts to office workers, parents, and aging consumers. A dedicated sales lead allows Solbari to educate retailers on certification standards, merchandising strategies, and the clinical positioning that differentiates certified UPF garments from standard clothing. Retailers gain a defensible category with clear product claims, and Solbari gains shelf space in stores where customers actively seek sun-safe solutions. The wholesale channel also solves a trust problem. Shoppers skeptical of online sun-protection claims can examine UPF tags, feel fabric weight, and consult store staff in specialty boutiques. Davis's role centers on training retail partners to communicate certification differences and position Solbari against both generic UV apparel and premium outdoor brands. The strategy leverages retail credibility to validate product claims and convert browsers into repeat buyers. A small physical-product brand replicates this without hiring a full-time sales lead. Start by identifying **12 to 20** independent specialty retailers whose customers already buy adjacent products—dermatology-adjacent skincare boutiques, outdoor lifestyle stores, or wellness-focused gift shops. Prepare a one-page wholesale sheet with your certification or third-party test results, product images, wholesale pricing tiers, and minimum order quantities. Cold-email owners or buyers with a subject line that names the certification and the customer problem: "UPF 50+ certified swim hats for parents shopping sun protection." Offer to send a sample pack at cost plus shipping so they can evaluate quality and customer interest. Once placed, provide counter cards or hangtags that explain your certification in customer language. Track which stores reorder within **90 days** and double down on that retailer profile. Reinvest margin into a second sample round for similar stores in adjacent metro areas. The cost: sample product, shipping, and a printed wholesale sheet. No salary, no travel budget. The broader pattern: when your product solves a health, safety, or compliance need, wholesale builds credibility faster than paid ads. Retailers vet your claims before customers see them, and placement becomes third-party proof. Solbari's hire accelerates that dynamic, but the underlying move—putting certified product in front of trained retail staff—scales down to a sample pack and a targeted email list. ## The takeaway Wholesale entry with a dedicated sales lead lets certified products reach customers who trust retail vetting over online claims. --- ## 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