Most retail pricing models are around 100% markup from distributor pricing for drygoods, and 100-200% for live goods. If your LFS doesn't have "distributor pricing" on the Biospira then they are in a bit of a pickle. Either stick to their 100% markup, don't stock it at all, or stock it knowing there is little to no margin in it (thereby using up resources that could be spent stocking products that do make money). Personally, if it were my business, I would stock a limited amount and build in a smaller margin so that I was making "something" on it while still providing a benefit to customers (say $24ish).
With that in mind, many stores may not have actual "distributor" pricing structure, and are really getting a lesser "dealer discount" so their margins can start to get really skewed when compared to online pricing, which in some cases is already "dealer-type" pricing to the end user. This is why MAP, MSRP, and Manufacturer terms of distribution (no selling below MSRP, etc.) are critical in maintaining efficient sales structure.
Retailers need to constantly research pricing, otherwise they can end up looking foolish to their customer base and/or losing business (i.e. $35 Biospira that no one will buy).
-Ed
