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A wholesale price is the price per unit a brand charges a retailer that buys stock to resell. It covers the brand's costs and margin, and in fashion it is often about half of the suggested retail price (MSRP).
Questo glossario è scritto in inglese.
Wholesale price means the per-unit price a retailer pays the brand, before the retailer adds its own markup to reach the shelf price. It is the brand's revenue on every unit it sells to a store.
Wholesale prices apply to trade buyers such as boutiques, department stores and online retailers. They come with conditions a shopper never sees: minimum order quantities, case packs and payment terms such as net 30.
Divide your landed cost by one minus your target margin: a $32 cost at a 60% margin gives $32 ÷ 0.40 = $80. Landed cost means materials, making, freight, duty and packaging for one finished unit.
Many brands then check the result the other way, multiplying it by 2 to 2.5 to see the MSRP it implies. If that MSRP is too high for the stores you want, the fix is usually a lower cost, not a thinner margin.
The wholesale price is what the retailer pays you, and the MSRP is what you suggest the shopper pays the retailer. The gap between the two is the retailer's gross profit.
A knit dress with a $32 landed cost, priced for a 60% brand margin, wholesales at $80. At 2.5 times wholesale its MSRP is $200, which leaves the retailer a 60% margin as well.
In practice the wholesale price is fixed per style for a season and printed on the line sheet, and every buyer pays that price unless you agree a discount with them.
Brands usually set wholesale prices before market, once costing is final, and hold them for the whole season so early and late buyers are treated the same.
Discounts are normally tied to something the brand gains, such as a larger opening order, early payment or an exclusive. Prices that change from buyer to buyer without a reason erode trust when buyers compare notes.
Confusing margin and markup
A 60% margin and a 60% markup give different prices: on a $24 cost they come to $60 and $38.40. The wholesale price calculator shows both.
Leaving out landed costs
Pricing from the factory cost alone ignores freight, duty and packaging, which can erase the margin you planned.
Pricing only to match competitors
Copying another brand's wholesale price without knowing your own costs can lock in a loss for the whole season.
Changing prices mid-season
Raising prices after buyers have ordered from your line sheet causes disputes. Hold prices for the season and change them at the next one.
ModaFlow stores a wholesale price on every style and prices each buyer's order from your catalog, minus any discount you have agreed with that buyer. Minimums and packs are checked before the order goes through.
To work out the price itself, use the free wholesale price calculator. It converts between margin and markup and shows the MSRP and the case-pack price.
Aggiornato il 6 ottobre 2026
MSRP (manufacturer's suggested retail price) is the price a brand recommends a store charge shoppers for a product.
Keystone pricing means setting the retail price at double the wholesale price, which gives the retailer a 50% margin at full price.
Net 30 terms mean the buyer must pay the full invoice within 30 days of the invoice date.
A minimum order quantity (MOQ) is the smallest number of units a buyer can order of one style, or across a whole order.
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