Price Point vs. Distribution Model

DTC-forward Wholesale-first Entry price point (USD): low to high ~$60 ~$70 ~$150 ~$185 ~$332 LOW PRICE, DTC HIGH PRICE, DTC LOW PRICE, WHOLESALE HIGH PRICE, WHOLESALE Ariat ~$60 entry LeMieux ~$70 entry Charles Owen ~$150 entry Pikeur ~$185 entry Samshield ~$332 entry High price + wholesale = small web footprint, not small brand

All prices USD. Entry-level product in primary category: LeMieux saddle pads, Pikeur breeches, Samshield and Charles Owen helmets, Ariat apparel. EUR/GBP converted at March 2026 rates. Y-axis reflects channel mix: Ariat and LeMieux are primarily DTC; Charles Owen, Pikeur, and Samshield are primarily wholesale through specialist retailers.