This is how retail works, though. You buy from wholesalers at $X/unit. How you price it, and whether you undercut them with your own branded unit, are decisions

This is how retail works, though. You buy from wholesalers at $X/unit. How you price it, and whether you undercut them with your own branded unit, are decisions for the retailer and has been for hundreds of years. The wholesaler still gets the sales contract they signed.