Wholesale Price is the price charged by your company to your distributors (ie. Bike Shops, Sports Stores, and Department Stores).
Your Retail Price is the dollar price distributors will sell your products to customers at. The distributor receives a percentage of the Retail Price and you receive the remaining amount, known as Wholesale Price.
Wholesale Price calculation
Wholesale Price = Retail Price * (1 – Retailer Margin Percentage)
eg. Retail Price = $1700
Retail Margin % = 40%
Wholesale Price = $1700 * (1 – 0.4) = $1020
Remember that you can choose a different Retail Margin for each distribution channel, so the Wholesale Price you receive may be slightly different for each distributor (ie. Bike Shops, Sports Stores, and Department Stores)