In my acquantaince with people who have been buyers working for Walmart as well as represented sellers wanting space on Walmart shelves, selling items at Walmart is the least profitable way to sell them.Lucas made the usual profit when they sold it to Walmart. It's Walmart that "lost" (some) money.
It’s highly unlikely that Lucas got their “usual” profit selling to Walmart. At least on a per unit basis, it was assuredly cheaper. Walmart has buying power that is unparalleled, and they aren’t afraid to squeeze suppliers to the very limit of existence. Heck, they consider it a virtue to squeeze suppliers because they are “serving their customers.”
Walmart maintains a viable massive business on a 3% profit margin. They don’t do that by giving suppliers the “usual profit.”
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