MSRP (Manufacturer's Suggested Retail Price)
Definition
The price a brand recommends retailers charge consumers. It anchors pricing across channels but is not binding on retailers.
Want a deeper explanation?
MSRP sets the frame for both your DTC price and your wholesale price. Many brands use "keystone" wholesale, half of MSRP.
Your wholesale price still needs to cover landed cost, freight and retailer deductions with room for profit. Watch for: setting MSRP from competitors before checking that wholesale margin works.
Example
Your MSRP is $60. A wholesale partner buys at $30 (keystone, 50% off MSRP) and usually sells at $60.