I neglected to mention that the mail order resellers demanded we provide them with product at 50% of the price we retailed it. So, if we lowered the retail price, we'd also have to lower the wholesale price.
Nobody was being stupid here. Or maybe I should say that one learns the ropes fast or goes bust.
I am pointing out that your example includes risk transference. Unless they also charged you for shipping, storage, and returns.
There is a difference between "let me buy from you and I need room to make a profit" and "you can sell through me but you bear all costs but I still want my profit".
Nobody was being stupid here. Or maybe I should say that one learns the ropes fast or goes bust.