I said NO.
The argument for a December sale is seductive. A 20% discount spikes Q4 volume. It pads the cash flow statement before the year ends. It clears inventory.
But it destroys something that is much harder to build. Brand equity.
At DORIX, we are not in the volume gadget business. We are building architectural hardware. When you discount a premium product, you send a dangerous signal to the market. You admit that your value is negotiable.
You train your customers to wait. You train your sales team to negotiate price rather than sell value. You tell your early investors that you are trading long-term prestige for short-term liquidity.
True luxury is consistent. You do not see a holiday sale on a Rolls-Royce. You should not see one on a digital key that secures a £2 million home.
We are building a British legacy brand. That requires the operational discipline to walk past “easy” revenue.
Our price protects our promise.
Do you view Q4 discounting as a sign of commercial agility or a red flag regarding product-market fit?
Ali Aydan: My CFO asked if we should run a Christmas promotion.
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