Landed cost, distributor margin, retail margin: three layers, and most first-time exporters only plan for the first.
Landed cost
FOB price plus freight, insurance, duty and local delivery. For locks, freight per unit is small relative to value — do not over-optimise it.
Distributor margin
Typically 25–40 % depending on service level. A distributor who stocks spares and supports installers deserves the higher end.
Retail margin
Door dealers and hardware retail run 20–35 %. If your retail price does not leave that space, the product will sit in the warehouse.
The pricing error that kills a range
Pricing only the flagship model competitively and letting the entry model look expensive. Entry models create the traffic that sells the flagship.
Takeaway
Build the price ladder before the price list.