September 4, 2026
Hijab Wholesale Pricing Strategy: How to Price Your Collection for Profit and Growth
- A sustainable wholesale pricing structure requires a minimum 2.5× keystone markup from FOB cost to wholesale price, and 5–6× from FOB cost to recommended retail price.
- Modal hijabs typically carry a 20–35% retail price premium over comparable jersey styles — the 'modal' label carries genuine perceived value in the premium market.
- For DTC brands, landed cost (FOB + shipping + import duty) is the base for margin calculation — not FOB cost alone.
- Pricing below cost or below minimum viable margin is more common in the hijab market than most founders realise — model your full cost structure before setting prices.
- QIUYAN's FOB Yiwu prices range from $4.50–9.50 per unit depending on fabric type and specification — contact us for a specific quotation based on your product brief.
Building a cost model before setting prices
Pricing without a cost model is one of the most common and damaging mistakes in the hijab brand market. Brands that underprice in the early stages struggle to maintain quality suppliers and can't invest in growth — brands that overprice relative to their quality and positioning struggle with conversion.
Understanding your cost structure
FOB (Free On Board) cost: The price you pay the manufacturer at the port of origin (Yiwu, China). This is the headline price in the factory quotation.
Landed cost: FOB + international freight + import duty + customs clearance fee + inland delivery to warehouse. This is your actual cost of goods.
Example for a modal hijab, UK brand: - FOB price (Yiwu): $7.00 - International air freight: $2.50 (per unit at 200-unit shipment weight) - UK import duty: 12% of CIF value ≈ $0.84 - UK customs clearance: $0.30 - Total landed cost: approximately $10.64 (≈ £8.50)
Wholesale pricing (if selling to retailers): - Minimum viable wholesale: landed cost × 2.5 = £21.25 - Recommended wholesale: landed cost × 3.0 = £25.50
Retail pricing: - Retailer keystone markup (× 2.0): £42.50–51.00 - Typical premium UK boutique retail price for modal hijab: £40–55 ✓
The maths work. If the retail price needs to be lower, either the FOB cost must come down or the margin structure is not viable.
Jersey vs modal pricing benchmarks
Based on current UK and EU market data:
| Product | Landed cost (UK) | Wholesale | Retail |
|---|---|---|---|
| Cotton jersey hijab | £5–7 | £14–18 | £22–32 |
| Bamboo jersey hijab | £6–8 | £16–20 | £25–38 |
| Liquid jersey hijab | £6–8 | £16–20 | £22–35 |
| Modal hijab (solid) | £8–11 | £22–28 | £35–55 |
| Modal embellished hijab | £10–14 | £28–38 | £45–70 |
DTC pricing: margins and investment capacity
DTC brands selling direct to consumer at full retail price have higher potential margins but also higher marketing costs. A viable DTC margin structure:
- Landed cost: £8.50 (modal hijab example above)
- Retail price: £45
- Gross margin: £45 − £8.50 = £36.50 (81% gross margin)
- Less marketing cost: £12 (customer acquisition cost for a premium fashion brand)
- Less platform/payment fees: £1.80 (4% of revenue)
- Less fulfilment: £3.50
- Contribution margin: £36.50 − £17.30 = £19.20 (43%)
A 43% contribution margin is viable for a DTC brand. Anything below 30% makes it very difficult to invest in growth while remaining profitable.
Frequently Asked Questions
+What is a keystone markup?
+How do I calculate import duty for hijabs imported to the UK?
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