Why Small-Batch Makers Lose Margin in Traditional Retail Channels

Most handmade lighting brands don’t fail because of design — they fail because of distribution math.

In this episode, Avner Ben-natan of Light Texture explains why selling through traditional retail channels doesn’t work for small-batch fixture makers. With retailers taking up to 50%, the choice becomes simple: double the price or lose the margin. Instead, Light Texture chose a direct-to-consumer model, keeping control over pricing, production, and customer relationships.

This is a conversation about channel economics, manufacturing constraints, and why some product companies must avoid wholesale to survive.