Wholesale & keystone pricing
Selling into a shop means three numbers off one cost: what it costs to make, what you charge the shop, and the shelf price. Start from the handmade rule of thumb and adjust to your market.
Wholesale$24.0050% margin
Retail$48.0075% margin
Cost per unit$12.00
Profit at wholesale$12.00
Profit at retail$36.00
Wholesale is off retail50%
A starting point, not a rule. Wholesale has to still clear your cost plus a real profit, since the shop doubles it again to set the shelf price. If your retail here is below what your market pays, your wholesale (and likely your cost) has room. Run a single piece through the full estimator for the cost number to feed in.
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