Wholesale price list template: what to include and how to price it

A wholesale price list is the page a retail buyer orders from. This page shows which columns it needs, how to get from landed cost to a wholesale and retail price, and how to check the margin behind each line, using one worked example with invented numbers.

What a wholesale price list template needs

The buyer wants to compare styles quickly and place an order without asking you questions. These columns do that.

• Style name and code, so the order can be matched to your system.
• Colours and sizes, as the options the buyer can order.
• Wholesale price (WHS), the price per unit you charge the retailer.
• Recommended retail price (RRP), shown so the buyer can see their own margin. It is a recommendation, and retailers set their own prices.
• Minimum order quantity (MOQ) per style, and an order minimum for the whole order.
• Delivery window, so the buyer knows when stock arrives.

Put payment terms and the order minimum once at the top, not on every row. An image per style helps, and a cell for your own photo is enough.

From landed cost to price

A price list is only as good as the cost under it. Start with landed cost per unit:

landed cost = unit cost + freight per unit + (unit cost x duty %) + other per-unit costs

Then apply two multipliers:

• WHS = landed cost x wholesale multiplier, rounded up to a price step you choose, for example a whole currency unit.
• RRP = WHS x retail multiplier, rounded up to the same step. A multiplier of 2.0 is keystone pricing, where the retail price is double the wholesale price.

Finally check two margins: your brand margin on WHS = (WHS - landed cost) / WHS, and the retailer margin on RRP = (RRP - WHS) / RRP.

Worked example (invented numbers)

These figures are made up to show the arithmetic and are not market data. Duty rates are placeholders. Currency is EUR, wholesale multiplier 2.2, retail multiplier 2.0, rounding up to the next whole unit.

Style	Unit cost	Freight per unit	Duty	Landed cost	WHS	RRP	Brand margin	Retailer margin
Style A (Hoodie)	18.00	1.20	12%	21.36	47.00	94.00	54.6%	50.0%
Style B (Tee)	7.50	0.60	12%	9.00	20.00	40.00	55.0%	50.0%
Style C (Cap)	4.00	0.40	8%	4.72	11.00	22.00	57.1%	50.0%

Take Style A. Duty = 18.00 x 12% = 2.16. Landed cost = 18.00 + 1.20 + 2.16 = 21.36. Multiplying by 2.2 gives 46.992, which rounds up to a WHS of 47.00. Doubling gives an RRP of 94.00. Brand margin = (47.00 - 21.36) / 47.00 = 54.6%.

Order check. A retailer orders 24 units of Style A, 36 of Style B and 48 of Style C. Order value at wholesale = 24 x 47.00 + 36 x 20.00 + 48 x 11.00 = 2376.00. If your order minimum were 1,500, this order would pass.

Mistakes that cost you a sale or a margin

• Pricing from unit cost only. Freight and duty belong in landed cost before any multiplier.
• Confusing markup and margin. A multiplier of 2.2 on cost is a markup of 120% and a margin of about 55%.
• Sending the costing sheet. Buyers should see prices, never your costs.
• Rounding down. Rounding down eats margin on every unit. Round up to your price step.
• RRP below keystone without noticing. Check that RRP is at least twice WHS, or decide on purpose to go lower.

Build it yourself or use a ready template

Every formula above works in a plain spreadsheet, and that is a fine way to start. A ready template saves the setup and the checking.

The Wholesale Line Sheet + Margin Calculator is an Excel workbook with five tabs: Instructions, Settings, Line_Sheet, Margin_Calc and Order_Form. It has room for 30 styles and 25 order lines, calculates landed cost, suggested WHS and RRP, margins and a keystone check, and checks MOQ and your order minimum on the order form. It opens with example data you replace with your own, and it works in Excel, Google Sheets (via import) and LibreOffice. Duty rates in the example are placeholders. It is a paid product and a planning aid only, not financial, tax or legal advice.

See the Wholesale Line Sheet + Margin Calculator Line Sheet template on Etsy Fashion Brand Bundle on Etsy

Frequently asked questions

What should a wholesale price list include?

For each style: name or code, colours, sizes, wholesale price, recommended retail price, minimum order quantity and delivery window. Add your terms, such as the order minimum, once at the top.

How do I get from cost to wholesale price?

Work out landed cost first (unit cost plus freight, duty and other per-unit costs), then multiply by your wholesale multiplier and round to a price step. Check the margin that is left.

Should the buyer see my costs?

No. Keep costs and margin calculations on a separate tab that you do not send. Send only the price list.

Are the numbers in the example real?

No. They are invented to show the arithmetic. Duty rates and multipliers differ by product and country.