Brands like BD will tend to offer a good discount to the retailer for buying across the product range, i.e if you place forward orders above a certain value in multiple sectors (clothing, footwear, climbing hardware, packs, tents) you'll get a bigger margin than someone who just cherry-picks the likely best sellers from the brand. This makes it possible for them to break into new market sectors.
Tenaya have been around for years and their shoes are well regarded despite the narrow parochialism of many UK climbers who can't see past Scarpa, 5.10 and Sportiva. The days of getting resoles in Stealth are long gone, even Boreal has decent rubber these days on their better shoes. 5.10 build quality went really bad, I've heard lots of reports of returned new pinks for example, but should hopefully pick up once Adidas get their QA systems online there.