Wholesale Pricing Calculator
Set wholesale, MSRP and your D2C price together, make sure margins work at every step of distribution.
| Stage | Price | Contribution | Margin % |
|---|---|---|---|
| Cost (you) | $12.00 | — | — |
| Wholesale (you → retailer) | $24.00 | $12.00 | 50.0% |
| MSRP (retailer → consumer) | $48.00 | Retailer keeps $24.00 | 50.0% |
| Your D2C price | $48.00 | $36.00 | 75.0% |
About this tool
If you sell wholesale or through distributors, your retail margin and your wholesale margin can't conflict. This tool computes wholesale price (typically 50% of MSRP), keystone retail (2× wholesale), and your own contribution margin at each tier.
Keystone pricing in one sentence
Cost → wholesale at 2× cost → retail at 2× wholesale = 4× cost. It's the apparel / lifestyle industry default because it leaves both you and the retailer with workable contribution margins.
D2C ≠ MSRP undercut
The single biggest mistake D2C brands make with wholesale is undercutting MSRP on their own site. It looks like you're "passing savings to customers" but to retailers it reads as competitive sabotage — and they drop you. Hold MSRP on your D2C site and reward customers with loyalty perks, free shipping thresholds, and limited-edition drops they can't get at retail instead.
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