Which is, right or wrong, part of their strategy. They don't want a premium travel goods brand - they want a luxury travel good brand. And, of course, a big part of transitioning to becoming a luxury brand is artificially creating scarcity through reducing production, changing the product names to create separation from the past, charging more, and making it harder to find. I assume they are trying to cut out all distributors and sell only through company-owned channels and, once they feel they've elevated the brand enough, allow sales through select high-end third party outlets.