I don't think it is even about the quality of the product or the premium price. They are a tiny niche brand in a tiny niche sport. A small blip on the action sport radar and not even a blip on the mainstream fashion radar market share wise and they wanted to do stand alone stores? Without a sh1t-ton of capital, I just don't see how the business plan could make any sense (even with tons of capital really). Maybe it had lots of colourful pictures...
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