Yes they are catering to two niche markets, the very rich who go on fancy bragging holidays, and the non standard body shape desperate for quality kit that fits.
A few hardcore will saver up for particular kit. I have a few items, but couldn’t possibly replace or justify others at the current prices.
But their costs will have gone up as the pound has been massively devalued as a result of quantitative easing, and Brexit import paperwork. The materials being down and fancy fabrics are both imported and thus at the mercy of exchange rates. Then they will be relatively power and heat hungry in the factory thus facing high energy costs and thier staff are skilled and loyal; no doubt in need of cost of living pay rises.
While they are now out of my price bracket, I still wish them well.