# Solbari hires U.S. sales head to crack specialty retail — 10 years after DTC launch

*The Australian UPF brand waited a decade to build wholesale proof, now moving into American stores with a dedicated retail chief.*

By **Jenny Huang Goodman MPA MSc MHSA, Principal** — The Stash Edge, Hako Shikin LLC.
Published 2026-07-07.

Canonical: https://www.pops4.com/stash/articles/solbari-2026-07-07t09-1
Subject: Solbari
Tags: wholesale, distribution, dtc, specialty retail, upf apparel, sales strategy

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Solbari, the Melbourne-based sun protection apparel brand, appointed Grayson Davis as head of sales to lead its U.S. wholesale expansion, according to Morningstar. The move comes **10 years** after the company launched its direct-to-consumer business selling UPF 50+ certified clothing. Instead of rushing into retail, Solbari spent a decade building customer proof and refining margins before approaching specialty stores.

The company is now targeting U.S. specialty retailers with a catalog of sun-safe apparel — hats, shirts, sleeves, wraps — that carries independent UPF 50+ certification. Davis will lead the retail growth strategy, focusing on boutiques and specialty chains where dermatologist-recommended product and higher price points align with the store's existing customer.

The timing mechanism is worth unpacking. Wholesale kills margin and demands inventory scale. A physical-product brand entering retail too early burns capital on unsold stock, chargebacks, and discount cycles. Solbari waited until it had **10 years** of DTC data: which SKUs reorder, which fabrics hold up, which price thresholds convert. That data becomes the wholesale pitch. A buyer sees a brand that already knows its customer and has proven its product at full retail price online.

The sun protection category also matured during Solbari's DTC decade. UPF certification moved from niche outdoor gear to everyday apparel. Dermatologists began recommending it. Consumers now search for it by name. That shift gives a wholesale buyer confidence: the customer is already asking, the brand just needs shelf space.

Here is how a small physical-product brand runs the same play. First, sell direct for at least **18-24 months** before approaching wholesale. Use that time to establish three proof points: repeat purchase rate above **25%**, SKU-level margin that survives a **50% wholesale discount**, and at least **500 customer reviews** that mention specific product benefits. Those numbers become your pitch deck.

Second, hire or contract a category-specific sales lead before you approach stores. Retailers buy from people who understand their business. Davis presumably knows specialty retail, its buying calendar, and its margin requirements. A solo founder can hire a fractional sales lead for **$2,000-$5,000/month** plus commission, structured to pay only after orders close. That person opens doors you cannot.

Third, narrow your wholesale target. Solbari is not pitching big-box. It is pitching specialty retail where UPF certification and dermatologist validation matter. A small brand should identify **10-15 stores** where your product solves a problem the buyer already hears from customers. Cold email the buyer with your DTC proof, your repeat rate, and a single SKU to test. Offer terms that protect their margin: **net 30**, free freight on opening orders above **$500**, and a **6-month** exclusive in their zip code. That is enough to get a first meeting.

Fourth, launch wholesale with your hero SKU only. Do not offer your full catalog. Pick the item with the highest reorder rate and the best DTC reviews. Let the retailer prove demand with one product before expanding assortment. Solbari likely leads with a single hat or sleeve style, not its entire range. That approach keeps inventory risk low and gives the buyer a clean story to tell on the floor.

The broader pattern: DTC first, proof second, wholesale third. The brands that survive retail are the ones that enter with margin and data. Solbari spent **10 years** building both. A smaller brand can compress that timeline to **2 years**, but the sequence remains the same. Prove the product works, prove the customer repeats, then hire someone who knows retail and let them carry the pitch.

## The takeaway

Build **2 years** of DTC proof — margin, reorders, reviews — then hire a fractional sales lead to pitch **10-15 specialty stores** with one hero SKU.

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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
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