Selling to stockists and direct needs two prices, each with room for margin. Enter your cost and markups to see wholesale and retail instantly — then build a full price list with the tool.
Turn cost into wholesale and retail prices with healthy margins.
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Wholesale is the price you charge a retailer who resells your product, and it's set above your cost with enough margin to be worth making. The retailer then adds their own markup to reach the retail price. A common approach is to roughly double cost to get wholesale, and double again to get retail ('keystone'), though the right multiples depend on your category and costs. The key is that both you and the retailer make a healthy margin.
Because selling direct and selling through stockists have different economics. If you sell direct at your wholesale price, you leave money on the table; if you sell to stockists at your retail price, they can't make a margin and won't stock you. Setting both prices deliberately lets you sell profitably through both channels without undercutting your own retailers.
A ready-to-use spreadsheet (Excel & Google Sheets): wholesale and retail prices from cost with margins for each, across a whole product line — delivered instantly after checkout. AI-assisted, human-built; not financial advice.
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