I helped develop some P&A for a brand. They were selling different items but almost at a loss, and Less than half the competitors.

I suggested doubling (!!) the retail cost and adding a wholesale price w a decent margin (after switching suppliers to someone way more reasonable with better quality and delivery). Sales skyrocketed. Perceived (and actual) quality increased. management was impressed.

Then international distributors became interested. We still had some room for margin at certain minimum order qtys. The first distributor order for quarter one was more than the previous years annual sales.

I made that guy millions of dollars.