Lorne Vary, finance director at Brompton, shares insights on the company's bold pricing strategy, which has seen a 65% price increase without affecting sales. He discusses how market conditions shape these decisions while maintaining quality and brand integrity. Gerard Burke, a marketing expert, emphasizes the importance of pricing as a strategic tool that influences customer perceptions and competitive positioning. Together, they navigate the complexities of pricing in the cycling industry, revealing practical advice for businesses to thrive even in challenging economic climates.
