Not quite correct David, EMU don't actually sell through the trade and never have, they have what they call demonstration centres and customers order direct from EMU
https://www.emubikes.com/the-emu-experience/demonstration-sites
Personally I don't think this is a bad thing as customers are not blindly buying they haven't seen or ridden.
From the demonstrators point of view, a bike is provided at no cost and there is no pressure to sell sell sell. The demonstrator gets a modest commission if a sale is generated, not the sort of markup that a dealer would get.