Without reading the entire thread, my contribution to this thread is 'it all depends where you are in the supply chain'. Some brands that have an exceptionally well organised supply chain, have the brand owners- distributors- dealers. From what I can gauge, the product you are trying to sell doesn't have this as well put forth. Hence someone like PBK, with their purchasing power can jump the chain and get distributor prices and sell direct to consumers whereas a smaller business like yours will have to get dealer prices. If you can increase your quantities to match PBK/ Ribble I can only assume that your margins will be identical.