Some basics on pricing. Someone mentioned $6 is the average price people pay for tees. This isn't necessarily true but it should be your goal to get as close to six as possible if you don't want to be an online only brand forever. Our near term goal is to get a finished tee down to $6.40.
Online >>> only 2 x Cost = Lowest price or 2 x $6.40 = $12.80 per tee
Wholesale price is the same as your online price (or higher) but basically shouldn't be below $12.80 (in this example).
Online (with pricing power)/ consignment deal/ retail deal >>> 4 x Cost = lowest consignment and/ or retail price or
4 x $6.50 = $25.60 per tee
So lowest price is 2 x Cost but the closer to 4 x Cost is the goal.
price should be consistent to the market on all fronts. if tees go for $25-$35 then that should be your retail price on your site.
wholesale price should also be consistent to the market....if tees normally wholesale for $12-15, then so should yours.
you do not want to under-sell your potential dealers!
and you do not want to devalue your product in the market.