I haven't a clue what any of that means but yes I thought it was a bit cheeky to try to get as much money made as possible on their own site first. I've never had that experience with a supplier normally when any of our suppliers launch a new product we get sent the product just before launch and it gets launched all at same time across the brands own site and stockists at same time to give everyone the same opportunity.V short-sighted. Anyone running dual D2C/retail distribution model knows you have to be transparent with your retailers and you have to give them a fair crack at making money. Otherwise they leave you.
The approach you describe is actually closer to a mature company moving out of retail distribution and into full D2C. BiaBelle is way too young for this.