They sealed the affidavit that showed all of FX's rifles and accessories costs
I run a airgun store and just like any other industry the actual cost to manufacture the product is usually 10-30% of the msrp.
To manufactuer a Apple phone is about $200, but how many millions/billions have been spend on equipment and R&D?
When you buy directly from a manufacturer you can get the best prices, usually around 30-40% of MSRP.
What is actually going on is they transfer the storage of the product from themselves to you. Most airgun manufacturers have a minimum order size which is normally 30-50 rifles. How long will it take you to sell the rifles? How long will they be on the shelf? What about those who can't afford to buy 30-50 rifles (like me)?
This is where distributors/suppliers come into the picture, they buy from manufacturers and stores buy from them.
They normally add 20-30% to the cost unless they are assholes (like Hjorth in Finland that add 100-1000% to the product because they have exclusive distribution rights, this makes it pointless to buy from them when I can get cheaper from online stores in the middle of EU).
So lets say a rifle costs $500 from the manufacturer with a msrp of $1500, they want you to buy 50 rifles minimum. This is normally sent by pallet or crate as those are the cheapest shipping options. Then you have to pay customs or other import duties.
Most manufacturers want the MSRP to be the exact same all over the world, this affects the prices they sell at. In Sweden the VAT is 25% whilst in other parts of the world it might be as low as 10%, yet they both cost the same in the store. Asshole distributors with exclusive distribution rights can ruin this though.
I wanted to buy 31 rifles from a manufacturer, it would have cost me €6500 + 24% VAT (special customs regulation to where I live, have to pay VAT on imports that is then paid back when item is sold) + freight. Then it turned out that there was a exclusive distributor for that brand in Finland, they wanted €16 000 for the exact same order including VAT and freight.
From manufacturer it would have been around €8000 (inc VAT) + freight and there is no way the freight is €8000 for a 100kg (200 pound) order from one EU country to another. I did the math and my profit went from over €10 000 to less than €1000. Some rifles would have cost me MORE than MSRP, why would someone buy from me when they can get a 20% discount from some online store?
TLDR: A rifle might seem cheap to buy from the manufacturer but you need to buy many of them, after you pay all the costs associated with running a business the profit for selling a rifle might be 10-20% of the cost of the rifle if you are lucky.
So if you want to buy airguns cheap all you have to do is start a company, order 30-50 rifles or fewer at a higher cost per rifle from a distributor.
Once you have taken the cost of everything into account you might save $100-300 per rifle, do remember all the paperwork and other work you had to do though. If you had a hourly pay of $10 you would have made more money flipping burgers than all the time you spent getting the rifle.