Build the full pricing chain for a garment — cost to wholesale to retail MSRP — with your own multipliers, and read the wholesale margin and the retailer's margin at a glance. The maths is exact; every number comes from the cost and multipliers you enter, so nothing about your product is invented.
⚠️ The math is exact; the numbers are yours. Wholesale price, MSRP and both margins are pure arithmetic — no error margin. But a real price needs a real cost: enter your fully-loaded (landed) cost per piece, not just the factory FOB price. Freight and US import duty sit on top of FOB — estimate them with the knitwear cost calculator first, then bring the landed figure back here. The ×2 keystone multipliers are only a common starting point — set both to whatever your market actually supports.
Apparel pricing is a two-step chain, and both steps are just multiplication. You start from what a piece costs you, mark it up once to the price you sell it to a retailer at (wholesale), then the retailer marks it up again to the price on the tag (MSRP). This tool runs both steps and reads out the margins at each level — with nothing hidden.
wholesale price = unit cost × wholesale multiplier$12.00 × 2 = $24.00 wholesaleMSRP (retail) = wholesale price × retail multiplier$24.00 × 2 = $48.00 MSRPwholesale margin = (wholesale − cost) ÷ wholesale × 100($24 − $12) ÷ $24 × 100 = 50%retail margin = (MSRP − wholesale) ÷ MSRP × 100($48 − $24) ÷ $48 × 100 = 50%A ×2 multiplier is the classic keystone markup: double the cost. Doubling is the same as a 50% margin on the resulting price, which is why a keystone chain lands on a 50% wholesale margin and a 50% retail margin. The overall markup from your cost to the shelf price compounds — a ×2 then ×2 chain is a 4× jump from $12 to $48, and your cost is just 25% of the final MSRP.
Keystone (×2 each step) is a starting assumption, not a rule. Both multipliers are yours to set, and they usually differ by channel and category. Brands selling direct-to-consumer often push the retail multiplier above keystone to fund marketing, samples and returns; wholesale-heavy programs keep the first multiplier tighter to leave the retailer room to hit their own margin; promotional or high-volume basics run thinner throughout. The honest way to use this tool is to work from your true landed cost, try the multipliers your market supports, and check that the resulting MSRP is credible next to comparable pieces on the shelf.
It is a two-step chain. First, wholesale price = unit cost × your wholesale multiplier — a 2× multiplier on a $12 cost gives a $24 wholesale price. Then MSRP (retail) = wholesale price × your retail multiplier — a 2× 'keystone' multiplier on $24 gives a $48 MSRP. From there the retail margin is (MSRP − wholesale) ÷ MSRP × 100, which is 50% in this example, and your wholesale margin is (wholesale − cost) ÷ wholesale × 100, also 50% here. Enter your own cost and multipliers to see the numbers for your product.
Keystone is a long-standing retail rule of thumb: double the price you paid to get the price you sell at — a 2× multiplier, which is the same as a 50% margin on the selling price. In apparel a retailer often applies keystone (or more) to the wholesale price to set the MSRP, and a brand often applies its own multiplier to landed cost to set the wholesale price. Keystone is a starting point, not a law — this calculator lets you set both multipliers to whatever your market actually supports.
There is no single correct number and we will not invent one for you. A 2× 'keystone' multiplier at each step is a common opening assumption, but real figures vary a lot: premium and direct-to-consumer brands often price above keystone to fund marketing, samples and returns, while high-volume or promotional categories run thinner. Start from your true fully-loaded (landed) cost, then set multipliers that leave healthy margin after freight, duty, overhead, marketing and returns — and pressure-test them against comparable products on the shelf.
No — you do. Kiwi Giyim is a knitwear OEM / private-label manufacturer in Gaziantep, Turkey; we quote your production cost per piece, and you set your own wholesale price and MSRP on top of it. The 'unit cost' you enter here should be your fully-loaded landed cost — factory price plus freight, duty and inbound handling — not just the factory FOB figure. Private-label runs start from a 250-piece minimum per colour, per size.
Pricing a knitwear program end to end? Build the landed cost that feeds this tool with the knitwear cost calculator, and check any single margin or markup step in the margin & markup calculator. See every tool on the free tools hub, or start at our knitwear manufacturer overview.