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We charge a much higher price because we do not want to anger the retailers who we sell our wholesale shoes through because they account for a much larger number of shoes. Cool Kicks is priced such that they are within the 40% internet markup that retailers request the manufacturers keep. Their wholesale price of $56 should result in an internet price of $78.40 in order to meet the 40% markup requirement however they have priced their shoes at $62.85. We have been able to consistently have a higher amount of retailers selling our shoes because of our pricing model. In the wholesale market, we compete with Cool Kicks and Dont go barefoot, both of which match our 250 models...
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