# Solbari Opens U.S. Wholesale Channel After Building DTC Base, Hires Retail Sales Lead *Australian UPF brand sequences DTC credibility first, then adds wholesale — the safer path for certified-product categories.* By **Jenny Huang Goodman MPA MSc MHSA, Principal** — The Stash Edge, Hako Shikin LLC. Published 2026-06-18. Canonical: https://www.pops4.com/stash/articles/solbari-2026-06-18t18-4 Subject: Solbari Tags: wholesale, distribution, upf, dtc, certification, apparel --- Solbari, a Melbourne-based UPF 50+ sun-protection apparel brand, entered the U.S. wholesale channel and appointed Grayson Davis as head of sales, according to Morning Star. The move follows years of direct-to-consumer sales in Australia and the U.S., establishing product credibility before pursuing retail distribution. For physical-product brands selling certified claims — UPF rating, organic certification, OEKO-TEX — the sequence matters. Wholesale buyers demand proof, and DTC revenue is the cleanest proof. Solbari built a catalog of UPF 50+ tested garments and accumulated customer reviews before approaching U.S. retailers. The brand did not launch wholesale cold. It accumulated testimonials, repeat purchase data, and third-party certifications that derisk the buyer's decision. Davis now carries that packet into specialty retail conversations. The wholesale hire signals the brand believes its DTC volume and margins can sustain the channel economics: lower unit price, longer payment terms, returns risk. The mechanism is credibility transfer. A buyer at a specialty outdoor or wellness retailer evaluates two things: will the product move, and will it stay sold. A brand with documented DTC traction and verified product claims answers both. UPF certification is testable and non-negotiable, so the brand cannot fake performance. That certification, combined with customer lifetime value data from DTC, gives the sales lead a story that closes without discounting. The hire itself — a dedicated head of sales — tells the market Solbari expects multi-door distribution, not one-off placements. A small physical-product brand with a certified claim can run the same play on a tight budget. Start with one product that carries a third-party certification: GOTS organic, Fair Trade, UPF, USDA Organic, or similar. Sell it DTC for 12 to 18 months. Capture email, track repeat rate, and collect photo reviews. At **100 orders** and a **30% repeat rate**, compile a one-page wholesale sheet: product specs, certification logo, unit economics, and three customer quotes. Approach one regional specialty retailer — not a chain — and offer a 60-day consignment trial on **12 units**. Use the trial to learn retail feedback, refine packaging, and document sell-through. If the product turns in 45 days, expand to two more doors. Hire a part-time sales rep on commission only after you have three profitable accounts. The sequence is proof, then distribution, then the sales hire. Reverse it and you pay salary while learning the market. The broader pattern: certified-product categories reward patience. Wholesale buyers in sun protection, baby, food, and wellness want brands that have survived DTC customer scrutiny. A hire like Davis signals Solbari cleared that gate and is now scaling the playbook that worked in Australia. Small brands should note the timing — wholesale expansion comes after DTC proof, not instead of it. ## The takeaway Build DTC proof with certified products first, then hire sales and pursue wholesale — buyers need credibility, not pitches. --- ## 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