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Question about retail margins

Forum: Startups - www.geekzone.co.nz
Hi all, I have a product I am trying to get into retail stores. The main retail chain I am trying to stock with like my product, but they said they need me to lower my price so they make more of a margin. The RRP for the product is $34.99.  The price I proposed and which they want me to lower is $19.99.  They said they need to make a 60% margin, whereas if they accepted my current price of $19.99 they would only make a 34% margin. I'm confused because I thought they would be making a 43% margin at a price of $19.99. I don't really want to go back to them asking this because I will look like an idiot...I am new to all this. Can anyone enlighten me?  How exactly is margin calculated? TIA :)  
Date: Jan 26, 2017   


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