Price wholesale and retail in lockstep — keystone, MAP-friendly, and key-two markups with gross profit checks.
Wholesale price
$7.50
MSRP
Retail multiplier 2.00×
$10.00
Retailer margin
What the retailer earns
25.0%
Your wholesale margin
What you earn selling wholesale
33.3%
Keystone (2×) is the retail default — it gives shops enough margin to survive discounts, returns, and shrinkage. Key-two and key-three are common in boutique, gourmet, and specialty grocery where inventory turns slower.
Your wholesale price should leave room for both the retailer and you. A 1.5× wholesale multiplier on top of a 2× retail multiplier is a standard starting point; tighten both as volume grows.
wholesale = cost × wholesale_multiplier
MSRP = cost × retail_multiplier
retailer_margin = (MSRP − wholesale) ÷ MSRP
your_margin = (wholesale − cost) ÷ wholesale
Cost-Plus Pricing
Set a retail price from your cost and target margin — with a sanity check against competitor pricing.
Profit Margin
Gross margin, net margin, and markup — convert between them cleanly so you do not mix up 40% margin and 40% markup.
Break-Even Analysis
Fixed costs, variable cost per unit, and price — see the break-even unit count and revenue.
Enter your unit cost and the calculator returns three industry-standard tiers in one view: wholesale price (typically cost × 2 for distributors), MAP-friendly retail (cost × 2.5, the "minimum advertised price" floor that protects retailers), and keystone retail (cost × 2.4-3.0, where a retailer doubles or roughly triples your wholesale). You also see the gross profit at each tier so you can see how much margin survives once a distributor or retailer takes their cut. Adjust multipliers if your category uses different conventions — produce wholesale runs tighter, packaged goods looser.
Selling direct on brothh and selling wholesale to a chef or retailer are not the same pricing exercise — and producers who quote one number for both end up either losing wholesale deals or undercutting their own retail. This calculator forces a tiered pricing structure: wholesale at a price that lets the buyer mark up and still profit, MAP that protects everyone in the channel, and SRP that tells direct buyers what to expect. The three numbers should always rise in that order.
Keystone (2x) is a 100-year-old retail convention; modern grocery and specialty retail run 1.5-2.4x for fast-movers and 2.5-3x+ for niche items. MAP is a contract floor, not a profit calculation — its purpose is preventing destructive discounting. Numbers do not include slotting fees, listing fees, or chargebacks that big retailers apply to small producers; build those into cost before you compute markup. Volume tiers (case-pack, half-pallet, full-pallet) typically reduce wholesale 5-15% per tier — quote those separately, not as a blanket "wholesale price."