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redfactory
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Why not both of them? If you look at wordpress themes priced at $40, I don’t think the themes coming these days, are in anyway, weaker than them. Its the right of an author to get the correct price for his work.

You can always ask to up the price. If they think it will still sell at that price, they will change it. For example, if your $30 dollar theme has 200 sales, it’s likely they will agree to up the price.

At least, that’s what we did with one of our themes.
+1 Same for me, but It was because of the add of new features too.

Yeah same here, we requested it together with an update :)

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FRESHFACE
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You can always suggest the price, but in the end it’s up to Envato to decide. I have two $40 themes and both have been upped after a few updates and lots of sales. But you can even ask your reviewer when you first submit your theme -> if it’s good enough they could give it the $40 price tag. Remember, $40 themes are still quite cheap considering our competition outside Envato… so don’t let that scare you :)

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VisualSharing
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If they think it will still sell at that price, they will change it.

That’s a very valid point. I even think that waiting for some sales to be made with the item and then asking for price increase is the right strategy (at least I’ve done that).

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EugeneO
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Who exactly should be contact (and how) to suggest a price change?

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redfactory
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Who exactly should be contact (and how) to suggest a price change?

Just make the request together with a theme update. Bug fixes, new functionality etc + >200 sales is enough reason to up the price (in my opinion).

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