Keystone Pricing
The convention of setting retail price at double the wholesale cost.
What is Keystone Pricing?
Keystone pricing is the retail convention of setting the selling price at exactly double the wholesale cost — a 50% margin, or a 2x markup. It is a rough industry default rather than a law, and many categories price above or below keystone depending on demand and competition. For a DTC brand entering wholesale, understanding keystone is essential to setting wholesale prices that still let retailers hit their target margins.
How Endless handles it
Endless makes channel-level margin visible, so a brand can set wholesale prices that respect keystone for retail partners without cannibalizing DTC margin.
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