The short answer
Price private label activewear by starting from your landed cost per unit, then apply a markup that covers overhead, returns, and profit. Most activewear brands aim for a 2.5x to 4x markup on cost, but the right number depends on your channel and positioning. Never price below your fully loaded cost.
This guide is for brand founders and boutique owners who have sourced a private label activewear line and now need to set retail prices that actually make money. If you are quoting prices to customers without knowing your true per-unit cost, this gives you the formula to fix that.
Start from landed cost, not factory price
Your factory unit price is only part of the cost. Landed cost adds fabric and trim, sampling, freight, duties, and any quality-control or inspection fees spread across the order. Only landed cost tells you what one unit really costs to get into your hands.
Add every charge once, not per channel. The single most common pricing mistake is forgetting freight and duties, which can add a significant percentage to the factory price and quietly erase your margin.
The markup rule of thumb
A common activewear benchmark is a 2.5x to 4x markup on landed cost. The higher end fits premium or boutique positioning; the lower end fits volume or direct-to-consumer price competition.
This is a starting point, not a law. Your markup must absorb overhead, payment fees, returns, discounts, and still leave profit. If your returns or ad costs are high, you need the higher end of the range.
Channel changes the math
Wholesale and retail pricing work differently. If you sell wholesale to boutiques, price so both you and the retailer make margin — usually around a 2x to 2.5x wholesale markup, with the retailer then adding their own retail markup on top.
Direct-to-consumer lets you keep the full retail margin but costs you marketing and fulfillment. Decide your primary channel first, then price for that channel's cost structure rather than mixing them.
Watch the soft costs
Returns, shipping, and payment processing are the silent margin killers. A premium-priced legging that gets returned often loses far more than a mid-priced one that fits well. Build a realistic return rate into your margin before you scale.
What GOSMANO can support
GOSMANO helps you protect margin on the sourcing side with transparent landed-cost factors and low-commitment entry points: a ready-stock program from 20 pieces in total per order for market testing, and full custom production from 200 pieces per style, so you do not have to buy deep inventory to reach a workable unit cost.
When you brief a price target, share your target retail price and channel. That lets the factory recommend fabrics, construction, and order sizes that keep your landed cost inside a profitable range.
Buyer questions
What is a good markup for private label activewear?
Most activewear brands use a 2.5x to 4x markup on landed cost, with the higher end for premium or boutique positioning and the lower end for volume channels.
What is landed cost in activewear pricing?
Landed cost is the total per-unit cost including the factory price plus freight, duties, sampling, and inspection fees spread across the order.
Should I price wholesale differently from retail?
Yes. Wholesale pricing leaves margin for the retailer to add their own retail markup, while direct-to-consumer pricing keeps the full retail margin but adds marketing and fulfillment costs.
What is the biggest pricing mistake brands make?
Forgetting freight and duties. They can add a substantial percentage to the factory price, and omitting them from landed cost quietly erases margin.
How do returns affect my price?
Returns, shipping, and payment fees are soft costs that must be built into margin. A high return rate can make a premium-priced piece less profitable than a well-fitting mid-priced one.
How can a low MOQ help my pricing?
GOSMANO's ready-stock program starts at 20 pieces in total per order, which lets you test price points before committing to volume. Full custom production runs from 200 pieces per style once a price point is proven.
Ready to price your own order?
Send your styles, quantities and target market — we will confirm availability, MOQ and shipping before you commit.