Solbari's U.S. Leap: Aussie UPF Giant Pivots to American Retail

LONG BEACH, Calif. – April 29, 2026 – Solbari, the Melbourne-based brand renowned for its high-performance UPF 50+ apparel, is making a significant leap from screen to shelf. The company, which built a formidable direct-to-consumer (DTC) empire, today announced its expansion into the U.S. wholesale market, a strategic pivot designed to place its sun-protective clothing directly into the hands of American consumers through physical retail.

This move marks a new chapter for the Australian brand, which already draws over 60 percent of its total revenue from its successful U.S. online operations. To spearhead this ambitious retail growth strategy, Solbari has appointed industry veteran Grayson Davis as its new U.S. Head of Sales. The expansion signals a calculated bet on the burgeoning American demand for sun protection that is both effective and stylish.

From Digital Dominance to Physical Presence

For years, Solbari has cultivated a loyal following in the United States through its robust e-commerce platform. Now, the company is leveraging that digital success to build a brick-and-mortar footprint. The transition into wholesale distribution is aimed at scaling the brand’s reach, increasing accessibility, and building broader awareness in a market that has already proven to be its most lucrative.

“Wholesale is a major growth driver for Solbari in the U.S.,” said Johanna Young, CEO and Founder of Solbari. “We’ve built a strong direct-to-consumer business, and expanding into specialty retail allows us to reach more customers in a meaningful way.”

To support this expansion, Solbari is establishing a new distribution center in Long Beach, California. This facility will serve as the logistical backbone for U.S. fulfillment as the brand begins onboarding regional representative agencies and engaging with outdoor specialty retailers. The initial wholesale rollout is slated to begin on May 15, 2026, targeting a curated selection of retail partners.

This hybrid model, combining a strong DTC business with a growing physical retail network, is designed to create a powerful omnichannel presence. The strategy allows for increased brand discovery in stores while reinforcing Solbari's position as a leading authority in sun protection online.

Riding the Wave of a Surging Market

Solbari's timing aligns perfectly with a seismic shift in consumer behavior. The U.S. market for UPF sun-protective clothing is no longer a niche category; it's a rapidly expanding industry. Valued at over $700 million in 2023, the market is projected to surge past $1.2 billion by 2030, growing at a compound annual rate of over 8 percent.

This growth is fueled by a confluence of factors, chief among them a heightened public awareness of skin cancer risks. With skin cancer being the most common form of cancer in the United States, consumers are increasingly seeking proactive and convenient methods of sun protection. UPF apparel, which offers a reliable and hassle-free alternative to sunscreen, has emerged as a popular solution.

The trend extends beyond pure health concerns into the realm of lifestyle and fashion. Once confined to the aisles of specialty sports and outdoor stores, UPF-rated clothing is now a mainstream staple. The women's segment, in particular, has dominated the market, holding nearly 45% of the revenue share in 2023, driven by a wide array of stylish and functional options. Brands are integrating high-UPF ratings into everyday wear, from office-appropriate polos to casual dresses, appealing to a broader, style-conscious demographic. Solbari’s collection, which blends technical fabrics with contemporary design, is well-positioned to capitalize on this evolution.

The Architect of American Expansion

Executing this strategic pivot requires seasoned leadership. In appointing Grayson Davis as U.S. Head of Sales, Solbari has secured an executive with over two decades of experience building wholesale channels for major brands. Davis joins Solbari from United Sports Brands and Seirus Innovations, where he successfully led wholesale expansion and established national retail distribution networks within the competitive outdoor and performance categories.

His primary mandate is to build Solbari’s U.S. wholesale strategy from the ground up. This involves creating a national network of independent sales agencies, forging key partnerships with retailers, and establishing the brand's seasonal sales cadence.

“Grayson brings the experience, relationships and execution mindset we need to build this channel the right way,” Young noted.

Davis himself sees a clear opportunity in a market that is increasingly receptive to the category. “Sun protection is becoming a core part of the assortment in outdoor and lifestyle retail,” said Davis. “The opportunity is to build a clear, focused wholesale strategy that supports retail partners and establishes Solbari as a leader in the UPF 50+ category.” His expertise will be critical in navigating the complexities of the U.S. retail landscape and securing placement in key outdoor specialty retailers like REI and Backcountry, where Solbari will compete with established players.

A Commitment to Protection and Principle

In a crowded marketplace featuring giants like Columbia Sportswear and Patagonia, as well as dedicated UPF brands like Coolibar, differentiation is key. Solbari's strategy hinges on a trifecta of superior protection, unwavering ethical standards, and modern style.

The brand’s core promise lies in its rigorous certification. “All our fabrics are designed, tested and rated UPF 50+ in Australia by independent, accredited laboratories and meet both Australian and U.S. sun protection standards,” Young added. This commitment to the stringent Australian standards, often considered the global benchmark for UV protection, provides a powerful mark of quality and efficacy, as all products are certified to block at least 98 percent of harmful UVA and UVB rays.

Further setting it apart is its status as a certified B Corporation. This certification holds Solbari to high, verifiable standards of social and environmental performance, transparency, and accountability. In an era of conscious consumerism, the B Corp seal signals a deep commitment to using business as a force for good—from ethical manufacturing and sustainable fabric sourcing to supporting skin cancer prevention initiatives. This resonates strongly with consumers who increasingly align their purchasing decisions with their values.

As Solbari prepares for its May 2026 retail debut, the company is not just selling clothing; it's promoting a sun-smart lifestyle. By scaling access to its reliable, high-performance products, the Australian brand is poised to become an indispensable partner for American retailers and a trusted name for consumers seeking to enjoy the outdoors safely and stylishly.