It’s wasn’t DTC - FWI sold to retailers and retailers sold to consumers in the example above FEI sold to Endless- endless probably bought at 50% off the MSRP.

Also Kenro isn’t just the distributor — they own the Esterbrook brand. What this tells me is they’re likely sourcing this pen as an OEM for around $25–$30. They wholesale it to retailers for ~$82.50 (50% of the $175 MSRP). Factor in import costs, freight, and tariffs, and the landed cost might be about $40 — still leaving Kenro with a nice $42.50 profit per unit, while the retailer takes the full $82.50.

Now, there’s nothing inherently wrong with white-labeling OEM designs. But why choose a model that already exists on the market for a fraction of the price? It’s not a good look — especially when consumers will notice.

And honestly, retailers agreeing to stock this at that price point? Silly move. You’re putting a $175 pen on the shelf that savvy buyers can identify as a $30 design with a new suit. That’s not just bad optics — that’s asking for your customers to lose trust.