Rapha, nice but a bit pricey?

Why would they put stock that's in perfect condition in a sample sale? If they do that then their operation will not last. I wonder at what point in their brief history they started to run at a profit?

1) not everything that comes back is perfect - the perfect stuff gets restocked
2) jerseys being sold in the sample sale at £40 still still make profit

high street clothing stores are still in cost/sale profit when then sell for 75% off and the bulk of profit for the big name designer brands make their money from so called outlet stores. Rapha operate from a cheap part of London in a warehouse with a handfull of staff. They are one of Uks top 50 fastest growing businesses