# Solbari moved 100% direct-to-consumer Australian UPF brand into U.S. wholesale by naming a sales head first *The Melbourne brand flipped channel strategy before product rollout, installing distribution infrastructure to claim shelf space as sun-safe apparel crosses from dermatology niche into general retail.* By **Jenny Huang Goodman MPA MSc MHSA, Principal** — The Stash Edge, Hako Shikin LLC. Published 2026-06-13. Canonical: https://www.pops4.com/stash/articles/solbari-2026-06-13t18-2 Subject: Solbari Tags: wholesale expansion, upf apparel, channel strategy, specialty retail, distribution play, sales team --- Solbari, a Melbourne-founded UPF 50+ sun protection apparel brand, launched a U.S. wholesale expansion in 2026 and appointed Grayson Davis as head of sales to lead retail growth strategy, according to Business Wire. The move reverses the brand's direct-to-consumer foundation and targets specialty retail as demand for certified sun-safe clothing shifts from medical necessity into daily wardrobe staple. The brand hired a dedicated sales executive before opening wholesale accounts, signaling a disciplined channel entry rather than opportunistic retail試験. Davis will lead retail growth strategy across U.S. specialty channels while the brand maintains its existing direct business. Solbari manufactures UPF 50+ certified garments designed for all-day wear, positioning sun protection as a lifestyle category rather than clinical gear. The expansion capitalizes on a documented shift in consumer sun-safety behavior. UV-protective apparel is moving from dermatologist recommendation into general retail as awareness of daily sun exposure grows beyond beach and outdoor sports contexts. Wholesale distribution gives Solbari access to试fitting rooms and tactile purchase moments that DTC cannot provide for a product category where fabric weight, drape, and comfort drive conversion. A customer evaluating UPF clothing for the first time typically needs to feel the textile and confirm it does not resemble medical compression wear. The mechanism works because Solbari is solving a distribution problem, not a demand problem. Sun-safe apparel demand exists but remains fragmented across dermatology offices, outdoor retailers, and online specialists. By entering specialty retail with a sales lead instead of a broker network, the brand controls narrative and merchandising strategy. A head of sales can educate buyers on UPF certification standards, position the product against athletic or outdoor-only competitors, and secure favorable placement during the critical spring inventory cycle when consumers begin thinking about sun exposure. A small physical-product brand can run the same play by separating the hire from the sale. Identify the channel you want, then bring on a fractional or commission-based sales representative who has worked that channel before you pitch a single account. This person does not need to be full-time. A **$2,000** monthly retainer plus **5-8%** commission on landed accounts will attract experienced specialty retail sales reps who already have buyer relationships. Give them **90 days** to open **five to eight** doors as a test cohort. Prepare a **one-page wholesale line sheet** with product images, UPF or other certifications, case pack minimums, and net pricing. Include a **single sell-through metric** from your DTC channel, such as repeat purchase rate or average order value, to prove the product moves. Position the line as solving a merchandising gap the retailer already knows exists: customers asking for the category but the buyer stocking only one or two options. Your sales rep uses that gap to secure a **small initial order of three to six SKUs** rather than pitching a full assortment. Ship the first orders on **net-30 terms** if the retailer has established credit, or require **50% deposit** for new accounts under **$1,500**. Track sell-through weekly by asking the buyer for simple SKU-level movement. After **60 days**, offer to extend the line with **two complementary SKUs** the rep has prepped based on what is moving. The goal is not nationwide distribution in year one. It is **eight to twelve retail doors** that reorder, proving the channel works before you hire a full-time sales lead or expand the team. Solbari's hire-first sequencing protects margin and narrative control as the brand scales beyond its owned channel, turning wholesale from a discount risk into a deliberate growth lever. ## The takeaway Hire the channel expert before pitching accounts, then let them open test doors that prove retail demand before committing to full distribution build. --- ## 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