# Solbari hires U.S. sales head, enters wholesale after 9 years DTC-only *The Australian UPF 50+ brand's channel shift shows how physical-product certification unlocks retail placement.* By **Jenny Huang Goodman MPA MSc MHSA, Principal** — The Stash Edge, Hako Shikin LLC. Published 2026-06-16. Canonical: https://www.pops4.com/stash/articles/solbari-2026-06-16t21-2 Subject: Solbari Tags: wholesale, certification, channel expansion, retail placement, apparel, distribution --- Solbari, a Melbourne-based sun-protection apparel brand, appointed Grayson Davis as Head of Sales and entered U.S. wholesale distribution after nearly a decade selling exclusively direct-to-consumer, according to Morningstar. The brand manufactures UPF 50+ certified garments—clothing tested to block at least **98%** of UV radiation—and is using third-party certification as the wedge into specialty retail accounts that stock health and outdoor categories. The company built DTC channels first, then added a sales executive and a wholesale infrastructure when retail buyers began asking for certified sun-safe apparel. Davis will lead outreach to U.S. specialty retailers that serve customers seeking daily-wear sun protection beyond beach or athletic contexts. The brand positions UPF certification as a quality gate that differentiates it from fashion labels making unverified sun-safety claims. The move works because certification creates a buyer's justification. Retail procurement teams face liability and reputational risk when stocking health or safety products. A fabric certified to a measurable standard—UPF 50+ in this case—gives the buyer documentation to show the category manager, the legal team, and the customer. The certification becomes the reason the retailer can say yes without needing to verify claims internally. Solbari spent years earning that certification and can now use it as currency in wholesale conversations where trust is the first gate. Certification also creates a merchandising story. A buyer at a outdoor specialty shop or a dermatology-adjacent retail channel can place Solbari next to sunscreen, hats, or wellness products and explain the UPF number on a shelf talker or hangtag. The customer sees **50+** and understands the product does something measurable, which raises cart value and reduces returns. The retailer gets margin on a defensible product that isn't competing solely on price. A small physical-product brand can run the same play without waiting nine years. Identify a third-party standard relevant to your category—organic certification for food, GOTS for textiles, UL for electronics, NSF for supplements, FSC for paper goods. Pay the fee, pass the test, put the badge on the packaging. Then write a two-paragraph wholesale pitch: paragraph one names the certification and the customer problem it solves; paragraph two offers terms and a sample program. Send that pitch to **20** independent retailers in your category, not chains. Independents move faster, test smaller, and need differentiated product to compete with Amazon. Offer net-30 terms, a **50%** wholesale discount off your DTC price, and a no-minimum first order if they'll display the certification at point of sale. Close the email with a calendar link. If the product is certified and the pitch is clear, half will ignore you and five will take the call. Two will place a test order. Ship those orders fast, include extra shelf talkers that explain the certification, and check back in **30** days with a reorder prompt and a request for a testimonial. Use that testimonial and the retailer's name in the next **20** pitches. Wholesale builds slowly, but certification is the unlock—it turns a product into a category and gives the buyer a reason to say yes that isn't just taste. Solbari's hiring of a sales lead signals the brand sees wholesale margin worth protecting with full-time headcount. For a smaller brand, the same channel becomes viable once the certification is live and the pitch is tested. The work is writing the pitch, finding the retailers, and shipping the samples. The certification is the credential that gets the buyer to open the email. ## The takeaway Third-party certification turns a product into a buyer's justification and opens wholesale doors independently of brand scale. --- ## 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