Yea it's a shop catalog a lo of general stuff most bike stores work on 100% mark up.
Okay then... you try to pay your rent, staff, employer payroll taxes, insurance, utilities, shipping costs, inventory taxes, credit interest, premises maintenance, advances to wholesalers, etc., and maybe if you're lucky a little profit-- on whatever markup you consider reasonable.
The shop owners I know well enough that I understand their business details? They pay themselves less than their employees.
Industry standard of 100% retail markup really only applies to low cost components and accessories. Expensive stuff is marked up less, complete bikes are marked up less. Distributors are constantly raising wholesale costs without commensurate increases in MSRP, so now a lot of the little time wasting purchases don't even command normal markup.
I don't really mind the corollary shift to a more service based business model, because that's what I think local shops are best at, that online sales will not take away. But if it were easy to to make good money running a bike shop, they wouldn't shut down so often.
Read and learn about other businesses' markups: