A wholesale price list is a commercial position, not a spreadsheet. It sets what the retailer pays, signals what the garment should sell for, and quietly decides whether either party makes money on the style.
Cost, markup and recommended retail
Three numbers appear on most lists. The cost is what the brand pays to produce or buy the garment. The wholesale price is what the retailer pays. The recommended retail price is what the brand suggests the shop charges, and the ratio between wholesale and retail is the retailer's margin.
| Example | |
|---|---|
| Production cost | 22 |
| Wholesale price | 45 |
| Recommended retail | 119 |
| Retailer markup | 2.6x |
Fashion wholesale commonly runs at a retail multiple between 2.2 and 3. Below that the shop cannot fund markdowns; far above it the garment stops being competitive on the shelf.
One list per season, per channel, per customer
A brand does not run a single list. There is a list per season, because costs and ranges change. There is often a list per channel, because a marketplace that charges commission cannot be served at the same price as a wholesale account. And there are customer-specific lists, because a key account that buys depth negotiates terms a single shop does not get.
The consequence is that "the price" of a product is meaningless without saying which list you mean. Systems that store one price per product force everything else into manual overrides.
Quantity discounts and order conditions
Beyond unit prices, a list carries the conditions: minimum order value, discount bands by quantity, season discounts, payment terms, and whether shipping is included. A 5% band at 50 units changes the effective cost of every unit, so comparing suppliers on list price alone is comparing the wrong number.
How Agilo handles it
Agilo keeps price lists as their own records, so a product can carry a different price per list without duplicating the product. Each connected channel is bound to a list, which is the price that gets published when the catalog syncs, and the cost captured from supplier documents stays attached to the variant it was billed on. That is what lets the Sell-In report compare margin on the price actually charged rather than on a single stored figure.