Wholesale pricing is the price you charge retailers. Keystone pricing doubles your cost.
Standard keystone: Wholesale = Cost × 2. Retail = Wholesale × 2. Total markup: 4× cost.
Use this calculator when preparing for a business decision that depends on this metric. Calculating the figure in advance — rather than estimating — prevents the kind of imprecision that leads to suboptimal choices.
A common mistake is comparing metrics that use different definitions — gross margin versus net margin, revenue versus profit, customer count versus paying customer count. Always confirm the definition of each input before comparing results across periods or sources.
A product manager calculates gross margin for a new product line: manufacturing cost £8.50, proposed retail price £24.99. The calculator returns a 66% gross margin — above the company's 60% threshold, confirming the pricing is viable before taking it to the finance team.
Doubling your cost to set the wholesale price. Retailers then double wholesale to set retail price.
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