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You are correct. It generally takes ~28% just to turn the lights on so to speak in retail.

If his is trying to figure out half of mark-up then mark-up is profit to me. And I agree 100% mark-up is nothing in retail.

Go into Tweeter, BestBuy, etc. and know that to get a product stocked takes ~60 points. Figure at least half of list is profit or even more if this is a mark it up to mark down kind of sale.