Wholesale floor and retailer ceiling
Brand price floor = (landed unit cost + per-unit fulfillment + fixed order fee ÷ MOQ) ÷ (1 − variable fee rate − target brand contribution margin). Retailer ceiling = MSRP × (1 − target retailer gross margin). Both targets overlap only when the floor is no higher than the ceiling.
At your proposed wholesale price, brand contribution subtracts unit cost, fulfillment, variable fee and fixed fee allocated over MOQ. Retailer gross margin uses MSRP as its denominator.
Worked example
With $12 landed unit cost, $1 fulfillment per unit, zero fee placeholders, a 30% brand target, $40 MSRP, a 50% retailer target and MOQ 12, the wholesale floor is about $18.57 and retailer ceiling is $20.00.
At a proposed $19.50 price, brand contribution is $6.50 per unit, about 33.3% of wholesale revenue. Retailer gross margin at $40 MSRP is 51.25%. The 12-unit order value is $234 before taxes and terms not entered.
Use landed costs and your own targets
Include inbound freight, duty and packaging in unit cost where applicable. Add wholesale fulfillment separately. Enter your actual fee assumption; the tool does not prescribe a platform or payment rate.
MOQ allocates the fixed order fee and estimates order value. It does not guarantee a buyer accepts the quantity or that larger orders reduce every fulfillment cost.
Read an infeasible range as a pricing conflict
If the brand price floor is above the retailer ceiling, the inputs cannot meet both targets. Review sourcing or fulfillment costs, change a target or test a different MSRP; the calculated floor is not a market-clearing price prediction.
The model excludes taxes, payment terms, sales commissions, chargebacks, unentered discounts, fixed overhead and demand response. It estimates contribution, not company net profit or wholesale demand.