The answer, just like in the case of retailers is to go back to the source. For the retailer, the source is the wholesaler/vendor. For the wholesaler/vendor/SodaStream the source is the supplier of finished goods and/or manufactured goods. I've given you the name, now take it to finish line to recognize how SodaStream aims at achieving its gross margin and ultimately its operating profit for the year.
Reduced production costs and increased sales of blades gets SODA better than Daniel stated on margins. By the 4th quarter, we will be looking at margins more similar to 2012--not for the year, but for the quarter. Next year will be 53% or better.
I would agree with that if we were in 2012 looking forward to where we are today bcartertrade, but that isn't the case. SodaStream did the right thing to offset the margin pressure by exacting this agreement with Rimoni.