A well-known brand was approached by Halfords to supply their products. As a relatively small firm (one small factory, half-a-dozen employees), they were more than pleased. They had to provide back-lit display stands for each store at their own expense.
One year later, Halfords said they were very pleased with the success of the product. So pleased, in fact, that they insisted our young company could reduce its wholesale price by a substantial amount in return for renewal of their contract.
They did survive, but it was a hard blow.