November’s A chat with Ashton Harrison, founder, president/CEO, Shades of Light

CS: And you’re moving toward more exclusive products, so I imagine that’s less of an issue.
AH: Yes. We’re not at 100 percent exclusive, but for those few items that aren’t unique, we’ll match the lowest Internet price.

CS: That’s affected your margins, right?
AH: Right. We make the margin on the other products. We’re a price leader. Let the customer identify a couple of items as priced lower, then they think everything is that way. Then you’ve got their attention. It’s not how I prefer to do business, because we usually have a pretty high margin.