# Solbari shifts to U.S. wholesale after 8 years D2C-only, tests retail channel with certified sun apparel

*Australian UPF brand adds Head of Sales to open specialty retail after proving $20M+ category online.*

By **Jenny Huang Goodman MPA MSc MHSA, Principal** — The Stash Edge, Hako Shikin LLC.
Published 2026-06-15.

Canonical: https://www.pops4.com/stash/articles/solbari-2026-06-15t06-1
Subject: Solbari
Tags: wholesale, d2c pivot, upf apparel, specialty retail, channel strategy, consignment

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Solbari, a Melbourne-founded sun-protection apparel brand, hired Grayson Davis as Head of Sales to lead U.S. wholesale distribution after eight years selling exclusively direct-to-consumer, according to Morningstar. The brand manufactures UPF 50+ certified clothing — shirts, dresses, hats — engineered to block **98%** of UV rays, a category that barely existed in American retail a decade ago.

The move follows what the brand describes as growing demand for certified daily sun-safe apparel across U.S. specialty retail. Solbari now plans to place inventory in brick-and-mortar stores, reversing the D2C model that built the business. Davis, formerly a wholesale lead at outdoor brands, will identify retail partners and structure terms for consignment or wholesale buys.

The mechanism here is channel arbitrage against an education gap. UPF apparel has lived online because it required explanation — fabric weave, certification standards, difference from SPF. Solbari used content and email to teach shoppers why a $78 shirt blocks more UV than sunscreen. Now that the category has momentum, specialty retailers want the SKU but lack the infrastructure to educate at scale. The brand enters wholesale with a known product and a customer already primed by years of direct marketing. Retail becomes distribution, not discovery.

The risk: retailers expect margin and marketing support. A D2C brand accustomed to **60% gross margin** will see that compress to **40-45%** after wholesale discounts and co-op ad spend. The advantage: velocity. One placement in **50** specialty outdoor or wellness shops moves more units in six months than three years of Instagram ads, assuming the brand maintains reorder rates above **35%**.

A small physical-product brand copies this by running D2C long enough to prove the category, then flipping to wholesale once the market understands the product. Spend year one and two on content that ranks and email that converts. Track which product solves a problem retailers already see in their customer base. When reorder rate crosses **30%** and average order value holds above **$65**, approach ten independent retailers in adjacent categories — outdoor, wellness, dermatology offices. Offer consignment first: they pay only for what sells, you retain pricing control. Provide one-pagers, shelf talkers, and sample units so the retailer can explain the product without hiring a specialist. If six of ten reorder within **90 days**, you have a wholesale model. Scale from there with a part-time sales rep on commission, not salary.

Solbari's hire signals the brand sees retail margin compression as cheaper than the rising cost of D2C acquisition. That trade works when your product has durability — UPF fabric lasts years — and the customer returns annually for seasonal colors, not replacements. The play is narrow but replicable: solve a legible problem online, prove retention, then move to wholesale before CAC kills the unit economics.

## The takeaway

Run D2C until reorder rate exceeds 30%, then flip to consignment wholesale where retailers handle discovery and you control pricing.

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## 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