The manufacturer, Samsung/LG/Panasonic/Sony/etc has a new model of TV/fridge/washer to sell.
It makes it for $1000 and sells the appliance for, say a 100% markup to the re-seller (HN/Best/Gain/Mega) for $2000. Manufacturer instructs the re-seller that in order to preserve profit margins, the re-sellers is NOT ALLOWED to sell it below a reserve price of $3000 under any circumstances.
The re-seller then lists it for $4000 on catalogues, websites, stickers and waits for a customer to come.
Customer comes to express interest and the re-seller says, OK, I can sell to you for $3200 as special price. You bargain get it down to $2900 but the re-seller tells you that he give that price on the condition that you do not tell anyone - especially the competing re-sellers. Otherwise the manufacturers will come for his head.