# Solbari Moves from DTC to U.S. Wholesale After 8 Years Building Certified Sun-Protection Category *Australian UPF 50+ brand enters specialty retail with category proof and a dedicated sales executive.* By **Jenny Huang Goodman MPA MSc MHSA, Principal** — The Stash Edge, Hako Shikin LLC. Published 2026-06-30. Canonical: https://www.pops4.com/stash/articles/solbari-2026-06-30t21-4 Subject: Solbari Tags: wholesale expansion, distribution, upf apparel, dtc to retail, specialty retail --- Solbari, an Australian sun-protection apparel brand, appointed Grayson Davis as Head of Sales and launched U.S. wholesale expansion into specialty retail, according to Business Wire via Morningstar. The Melbourne-founded company, which has spent eight years selling certified UPF 50+ clothing direct to consumer, is now positioning for brick-and-mortar distribution as demand for daily sun-safe apparel grows across the U.S. market. The move follows a documented shift in consumer behavior. Solbari manufactures clothing tested and certified to block **98% of UV radiation**, a category that was niche when the brand launched but has gained traction as dermatologists and public health campaigns have elevated awareness of skin cancer risk. The brand's catalog includes everyday garments—shirts, leggings, hats—engineered with tightly woven fabrics and UV-absorbing dyes, all third-party certified to Australian and international standards. By entering wholesale after years of direct sales, Solbari arrives with a proven product, established customer education assets, and pricing already validated at retail. The wholesale expansion works because Solbari brings shelf-ready education to a retailer's merchandising problem. Specialty stores selling outdoor gear, wellness products, or resort wear often struggle to differentiate technical apparel from fashion pieces. A certified UPF label provides a clear, verifiable claim that requires no retailer training and gives the customer a reason to choose one garment over another at the same price point. Solbari's existing DTC operation has already produced product photography, sizing data, and customer testimonials that a retailer can repurpose in-store or online. The brand's direct relationship with end users also means it arrives with customer service infrastructure—return policies, care instructions, fit guidance—that reduces the retailer's post-sale friction. A small physical-product brand copies this by validating the category before approaching wholesale. Spend **12 to 18 months** selling direct—Shopify, Amazon, or a branded site—and document every result: repeat purchase rate, customer reviews that mention specific features, support tickets that reveal how people use the product. Compile this into a one-page retailer brief with photos, the top three customer quotes, and your sell-through data. When you approach a specialty retailer, lead with the problem your product solves for their existing customer base, not your brand story. Offer net-60 terms, a **10-unit minimum** first order, and co-op budget for in-store signage that you design and print. Ship the retailer's first order with shelf tags, care cards, and a laminated FAQ sheet for staff. Price wholesale at **50% of your DTC retail** so the retailer has margin to run promotions without calling you. The goal is to make the retailer's buy decision a matter of adding a proven SKU to an existing category, not creating a new section. The Solbari play scales because it sequences proof before distribution. The brand did not approach wholesale cold. It built a product with third-party certification, refined messaging through direct customer feedback, and hired a sales executive only after the category had matured enough to support retail presence. The wholesale launch is a distribution expansion, not a brand experiment, and the retailer is inheriting momentum the brand has already generated. ## The takeaway Validate the category direct for 12-18 months, then package customer proof and education assets into a retailer-ready brief. --- ## 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