Keystone Markup Calculator
Wholesale to retail pricing at any markup multiple.
Enter your values
ⓘ Live results
Results
- Retail price
- $43.56
- Average selling price after discount
- $38.33
- Landed cost
- $19.80
- Gross margin
- 48.3%
- Profit per unit
- $18.53
- Monthly gross profit
- $5,559.84
- Maximum discount before break-even
- 54.5%
Quick answer
Keystone pricing doubles the wholesale cost, giving a 50% gross margin — the traditional retail default before discounts and shrinkage.
Retail = wholesale × multiplier; margin = 1 − 1 ÷ multiplier
How to use the Keystone Markup Calculator
- 1Enter the wholesale cost and freight per unit.
- 2Set the multiplier — 2.0 is keystone, 2.2–2.5 is common in boutique retail.
- 3Add the average discount you actually give.
Worked example
Using the values the calculator loads with:
Inputs
- Wholesale cost per unit18 $
- Markup multiplier2.2 ×
- Freight and duty per unit1.80 $
- Average discount given12 %
- Units per month300
Results
- Retail price$43.56
- Average selling price after discount$38.33
- Landed cost$19.80
- Gross margin48.3%
- Profit per unit$18.53
- Monthly gross profit$5,559.84
- Maximum discount before break-even54.5%
Frequently asked questions
Is keystone still realistic?
In categories with heavy online competition, rarely. Many retailers need 2.2–2.5× to survive discounting, returns and shrinkage while still clearing 50% real margin.
Markup or margin?
A 100% markup is a 50% margin. Always state which you mean — confusing the two is the most common pricing error in retail.
About this calculator
- Built and reviewed by James Whitfield · How we build and test calculators
- Report an error
Results are estimates for general information. For medical, legal, structural or financial decisions, confirm with a qualified professional.