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They have a good niche, good brand, you assume a decent order book, so make hay.
Quite. So they'll charge what the market will bear. At their current prices they'll either have enough custom and stay in business, not have enough business and reduce their prices, or not have enough business and go bust. I doubt many people go into business just to make enough to cover their costs while making minimal returns.
Brommers
Exactly. It's not a scalable business and even though people have been willing to wear high material costs you're still going to be susceptible to any changes.
Also being brutally honest, as a trend it's not going to last forever.
They have a good niche, good brand, you assume a decent order book, so make hay.