Wasn't intended to be. They have successfully launched their own brand now. Why would they continue to have their bats available cheaper elsewhere? It's been discussed before.
You could say that of lots of manufacturers though.. Hunts, aldred, chase, Jedi and many others, plus of course the big Indian makers.
Ultimately premises, tooling, equipment and staff are paid for by maximising volume from the facilities you have.
Same argument applies for why the brands supply retailers when they could make more money going direct - volume to make their overhead base work harder.
Obviously I’ve no idea of their specific situation - if they can max out on volume without supplying anyone else and don’t want to expand perhaps they will stop supplying others, but there is a solid argument for doing it if that isn’t the case.