Higher Wholesale Margins Incentivized Retailers to Push UPPAbaby's Lower-Priced Strollers
Lauren Monahan · UPPAbaby: Bob and Lauren Monahan · Mar 29, 2021 · at 39:41
Lauren Monahan, co-founder of UPPAbaby, discusses their pricing and retail margin strategy that drove business growth during the 2008 financial crisis.
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“When we had gone into the retailers, and this was where Joanne had come in, she was pretty knowledgeable about what margins look like for retailers, and at the time she said, if we come in and we give them a margin that's a little bit bigger than what they're used to, they'll be making more money On the consumer's purchase that's actually less. And so that worked really well. So retailers were very happy to push a less expensive product because in the end, the money in their pockets was actually a little bit more.”
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