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PedallingSquare
atz
Leshaches
Yeah, Silca clearly have huge margins selling direct, as most companies do I suppose.
Cut out the wholesaler who are taking 40% or whatever, and pass those discounts direct to consumers in 'rewards' and 'points'. Spend a bit more on online adverts to get the traffic and it probably works.
I imagine it pisses off the wholesalers though.
I'd be tempted by a £40 titanium hammer, then I'd feel guilty for days and hide it in a drawer.