In short, we put more in - more funds for better materials, more personal testing, & more effort in development.
What we care about is in-field performance!
What allows us to do this? Well, part of it is our direct-to-consumer business model. Because we refuse to go through retailers, we cut out the middle-man and thus extra markups in the end price. This more direct connection with you means you get a better price for better gear! (We know, it sounds too good to be true... But it is.)
That allows us to put more of our own funds & resources into making the best possible product for the intended purpose & still offer prices that won't drive people away.
How Others Invest In The Product
Many other brands are focusing on an end price to the customer when they are developing a new piece of gear. This price is often told to the brand by the retailer before they ever start developing a product!
And they've got to work around twice as many price markups as we do...
In order to hit the target end price while working around these double markups, these other brands are limited in what they can put in to developing their gear. Sometimes this means that the best materials aren't used to create a product because they cost more & would drive up the price.
Other brands are limited in what they can put into tech & materials costs to produce the gear in order to hit the target retail prices.
We have a fairly uniform price markup across the board.
It's called honest pricing.
In order to stay in business & continue supplying the world with top-notch gear, we've got to sell what we make for more than what it costs us to make it.
We make sure we design gear that accomplishes what it was intended to do in the best way possible. Then the price lands where it lands.
The result is high performance gear that usually costs a little less than the inferior quality gear found at a big-box retail store.
Not only is there a wholesale markup (the brand selling to retail stores), but then the retail stores mark up the price additionally in order for them to stay in business (retail stores selling to you).
Basically other brands make money by selling to retailers.
Retailers then stay in business by increasing the price of that product, & selling to you. It's a double price markup!
In the end, you pay more for gear that may not perform as well as what we can create through our direct connection with our customers.