# Solbari adds U.S. wholesale after DTC traction proves retailers will stock UPF 50+ apparel at specialty price *The Australian sun-protection brand hired a retail sales lead to place certified daily-wear sun gear in specialty channels.* By **Jenny Huang Goodman MPA MSc MHSA, Principal** — The Stash Edge, Hako Shikin LLC. Published 2026-06-26. Canonical: https://www.pops4.com/stash/articles/solbari-2026-06-26t18-4 Subject: Solbari Tags: wholesale expansion, dtc to retail, upf apparel, specialty retail, distribution strategy, functional apparel --- Solbari, a Melbourne-founded UPF 50+ sun-protection apparel brand, launched a U.S. wholesale channel and appointed Grayson Davis as head of retail sales, according to Business Wire. The move follows years of direct-to-consumer sales proving demand for certified daily sun-safe clothing at premium price points in the U.S. market. The brand sells long-sleeve shirts, swim gear, hats, and accessories all rated UPF 50+, blocking **98 percent** of UV radiation. Solbari positioned the line as daily-wear sun protection rather than beachwear, targeting customers with skin conditions, outdoor workers, and parents shopping for children. The company built a DTC base in Australia before entering the U.S. online, then used that conversion data to greenlight a wholesale push. The wholesale play works because Solbari solved the education problem before asking retailers to stock unfamiliar inventory. UPF apparel is a small category in most U.S. stores. Retailers hesitate to carry niche health-adjacent products unless customers already ask for them by name. Solbari spent years running paid search, content, and influencer campaigns explaining why UPF matters and why certification separates serious sun gear from marketing claims. By the time the brand approached retailers, it had proof that U.S. customers search for UPF clothing, convert on product pages, and reorder. That data flips the retailer conversation from "educate my customer" to "capture demand I'm missing." Davis, the new sales lead, will focus on specialty retail rather than mass channels. Specialty stores serve defined customer bases, often with higher intent and willingness to pay for certified performance. A dermatology clinic gift shop, a surf shop in Florida, or a children's boutique in Arizona all have walk-in traffic that skews toward sun-protection awareness. Solbari can enter those doors with a narrow assortment and a clear value proposition, then expand SKUs as sell-through proves out. The brand avoids the volume commitments and margin pressure of big-box retail while building a network of accounts that reinforce its positioning. A small physical-product brand can run the same wholesale expansion if it has **12 months** of DTC sales data showing repeat purchase and geographic concentration. First, pull your customer zip codes and map where **20 percent** of revenue clusters. Look for independent retailers in those areas that serve your customer profile, not necessarily your product category. Email the buyer a three-line pitch: your brand, your repeat rate, your top-selling SKU with a product image. Offer a **six-unit** test pack on **net 30** terms with a **10 percent** wholesale discount off your DTC price. Ship it yourself. If the test sells through in **60 days**, propose a standing monthly reorder and introduce two more SKUs. Track sell-through per door. After three accounts prove the model, hire a part-time sales rep on **10 percent** commission to replicate the play in adjacent markets. Budget **$200** per test account for samples and freight, and reserve **$2,000** for the first quarter of inventory float. The play pays back when reorders start and you stop paying DTC acquisition cost on customers who walk into a store already aware of the category need. Solbari's timing reflects a broader shift as functional apparel categories mature from DTC novelty to retail staple. Once a brand trains a customer base to search for a specific attribute, wholesale becomes the faster path to the next **$5 million** in revenue. ## The takeaway DTC brands that solve the customer education problem first can use wholesale to capture demand they already created without paying acquisition cost. --- ## 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