Financial
Wholesale Margin Calculator
Calculate wholesale and retail gross margins and keystone markup percentages
Wholesale and retail margins represent the markups applied at each stage of the supply chain. Manufacturers sell to wholesalers; wholesalers sell to retailers; retailers add their margin.
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Tip: Direct-to-consumer (DTC) channels allow brands to capture the retailer margin directly - Warby Parker and Allbirds built $1B+ companies this way.
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Fun Fact
The keystone pricing rule (retail = 2x wholesale) dates from traditional retail. With e-commerce, margins have compressed as brands sell direct-to-consumer.
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