# Solbari moves 40% of sales to outdoor retail after seven years DTC-only *Australian sun-protection brand expands into U.S. specialty retail through outdoor and golf channels.* By **Jenny Huang Goodman MPA MSc MHSA, Principal** — The Stash Edge, Hako Shikin LLC. Published 2026-09-25. Canonical: https://www.pops4.com/stash/articles/solbari-2026-09-25t15-2 Subject: Solbari Tags: wholesale, distribution, retail expansion, dtc pivot, specialty retail, uv protection --- Solbari, an Australian sun-protective apparel brand, announced expansion of its U.S. wholesale distribution into outdoor and golf retail networks, according to Outdoor Sportswire. The brand, which launched in 2016 as direct-to-consumer, now places product in specialty retail stores targeting active consumers who need UPF 50+ gear for extended outdoor exposure. The move follows years of building brand recognition through owned channels. Solbari manufactures clothing tested to block **98%** of UV radiation, certified to Australian and European standards. The wholesale push focuses on outdoor retailers and pro shops where customers already shop for performance apparel and understand fabric technology. The brand did not disclose store count or revenue split, but confirmed the channel expansion represents a deliberate shift from DTC-only distribution. The play works because Solbari enters retail with proof, not promise. Seven years of customer reviews, medical practitioner endorsements, and third-party UV testing create shelf credibility that pure startups lack. Outdoor and golf retailers stock brands that solve documented problems — skin cancer prevention, photosensitivity management — not fashion trends. A shopper buying a **$89** UPF 50+ shirt at a specialty retailer expects certification stamps and dermatologist validation, which Solbari already built through DTC content. The retailer becomes distribution, not educator. Wholesale also extends Solbari's reach into purchase moments DTC cannot capture: the golfer browsing post-round, the hiker outfitting before a trip, the parent shopping youth league gear. These buyers need the product now, not in five shipping days, and they trust the retailer's vetting. Solbari converts intent it would otherwise miss, trading margin for volume and frequency. A small physical-product brand runs the same play by qualifying retail before pitching. Identify **10-15** specialty shops where your product solves a problem the retailer already fields: bike shops for reflective gear, running stores for blister prevention, garden centers for knee pads. Build a one-page linesheet with your hero SKU, wholesale price (typically **50%** of retail), minimum order (start at **$300-500**), and reorder terms. Include one customer testimonial and one third-party result — a dermatology blog mention, a UV test report, a five-star average with review count. Email the buyer directly. Subject line: "UPF 50+ polos for your sun-concerned golfers — **$44** wholesale, **98%** UV block." Body: two sentences on what you sell, one sentence on the customer problem it solves, one line on terms, and a calendar link. Attach the linesheet. No decks. If they bite, offer consignment for the first order to remove risk. Deliver on time, restock fast, and never run a DTC promotion that undercuts their retail price. The retailer's margin is your rent for the shelf. The broader pattern: DTC builds proof, wholesale scales it. Brands that earn customer trust in owned channels can license that trust to retailers who pay for solved distribution. The path is not DTC versus wholesale. It is DTC until you have enough proof to wholesale without begging. ## The takeaway Build proof direct, then trade margin for shelf access in specialty retail where your product solves a problem the store already hears. --- ## Publisher **Hako Shikin LLC** — Virginia Beach, Virginia. Founded 1997. ASI 217876 · DUNS 18-204-6339. Principal and author: **Jenny Huang Goodman MPA MSc MHSA**. - Author: https://www.huanggoodman.com/about - LLM context: https://www.pops4.com/stash/llms.txt - MCP endpoint, for AI agents: https://mcp.pops4.com/mcp - Client dashboard: https://dashboard.pops4.com/ - Catalogue: 70,000+ products, 200+ brands