That's how they took over Oakley. They cut off their distribution channels. Luxottica took over Sunglass Hut and pushed out Oakley. Oakley had to sell out to Luxottica. Then the prices for Oakley went way up.

Luxottica did something similar with Ray-Ban. Their products used to sell for around $19 in gas stations. After the Luxottica takeover, they became a "luxury" brand, with prices from $129 to $300.