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I'm not saying it's right. As said earlier this should be a conversation for the end of March not the first week in February. But I can see how it happened, how the club have been caught out and very much how it's not a case of 'simple unscaling'.

Not if overstocking results in an end of season firesale wiping out a huge chunk of profit, and taking money away from next seasons 'store opening'.

I'll bet the club is accutely aware but are happy with the margins. I'm sure they have soared past projected sales targets and look upon 'empty shelves' as maximizing profit as opposed to missed opportunities.

Nah - being a dispatch/distribution kind of guy it's just not that simple - because nothing ever is. If the margins (or lack of) are to be believed, the club isn't going to set the merch side up for 'Top 10 Prem' when that was the stated aim. It doesn't seem like that long ago the closed season...

I don't even have a CSE in Economics, but will Eden a guess the counter to that would be fans waiting for loss making tat will have a negative effect on the sales of new profitable tat a few weeks later. Irrespective of that this ought to be a complaint for Easter not just after Christmas.

I kind of think were the club to release the exact amount of items it's dispatched, for each year over the last 5, our flabber would be well and truly agast. Doesn't make it right but might give some context as to why it's shitehouse now.