Sell-in is the volume — in units or wholesale value — that a brand ships into its wholesale accounts for a season. It is distinct from sell-through, which is what those accounts then sell to consumers. This calculator works on the sell-in side: the planned, booked, and shipped units that move from the brand into the account.

What is booking attainment?

Booking attainment measures actual bookings against the booking plan — booked units ÷ planned units. If you planned 10,000 units into wholesale and booked 8,500 at market, attainment is 85%. It tells you how much of the planned season demand the accounts actually committed to, and it sets the production buy.

Fill rate measures how completely you delivered against what accounts ordered — shipped units ÷ booked units. If accounts booked 8,500 units and you shipped 7,800, fill rate is roughly 92%. A shortfall means cancelled or short-shipped orders, which costs revenue this season and erodes the account relationship for the next one.

How is sell-in different from sell-through?

Sell-in is what the brand ships into the account; sell-through is what the account sells to the end consumer. Strong sell-in with weak sell-through leaves inventory stranded at the account and pressures future bookings and markdown support. This tool measures the sell-in side — attainment and fill rate — while sell-through is tracked from the account’s point-of-sale data.

// Tools

Sell-in & bookings calculator

Sell-in is the volume booked into wholesale accounts for a season. This tool gives you booking attainment (booked vs. plan) and fill rate (shipped vs. booked) — the two numbers that tell you how the wholesale season is tracking.

Planned bookings (units)

Actual booked (units)

Shipped to accounts (units)

Enter planned and booked units for attainment; add shipped units for fill rate.

// How it works

01
Enter planned bookings
The units you planned to book into wholesale accounts for the season.
02
Enter actual booked and shipped
Units actually booked at market, and units shipped to accounts.
03
Read attainment and fill rate
Booking attainment = booked ÷ planned. Fill rate = shipped ÷ booked.

// Reading the result · where spreadsheets break

Read booking attainment against the plan that drove your production commitment: well below 100% means you over-bought against demand the accounts did not commit to, while well above 100% can signal an under-planned line that is now constrained on supply. Fill rate is the delivery half — anything short of the booked quantity is revenue you booked but did not ship, and it is the number wholesale accounts remember at the next market.

In spreadsheets these two numbers live in different files — the booking sheet, the shipping log, and a per-account tab that someone reconciles by hand. Attainment and fill rate per account only become visible after the season has largely shipped, so the reorder, allocation, or cancellation decision is already behind. The value is in seeing attainment and fill rate per account while the season is still trading, not at the post-mortem.

// FAQ

Frequently asked questions

What is sell-in?: Sell-in is the volume — in units or wholesale value — that a brand ships into its wholesale accounts for a season. It is distinct from sell-through, which is what those accounts then sell to consumers. This calculator works on the sell-in side: the planned, booked, and shipped units that move from the brand into the account.
What is booking attainment?: Booking attainment measures actual bookings against the booking plan — booked units ÷ planned units. If you planned 10,000 units into wholesale and booked 8,500 at market, attainment is 85%. It tells you how much of the planned season demand the accounts actually committed to, and it sets the production buy.
What is fill rate?: Fill rate measures how completely you delivered against what accounts ordered — shipped units ÷ booked units. If accounts booked 8,500 units and you shipped 7,800, fill rate is roughly 92%. A shortfall means cancelled or short-shipped orders, which costs revenue this season and erodes the account relationship for the next one.
How is sell-in different from sell-through?: Sell-in is what the brand ships into the account; sell-through is what the account sells to the end consumer. Strong sell-in with weak sell-through leaves inventory stranded at the account and pressures future bookings and markdown support. This tool measures the sell-in side — attainment and fill rate — while sell-through is tracked from the account’s point-of-sale data.

// Related resources

See the connected workflow in RetailNorthstar →

Booking attainment sets the production buy; fill rate protects the account relationship and margin. New to the terms? Read sell-in and available to sell.

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