Selling direct it's actually a drawback for a small company, not a good thing. It's only the biggest sellers that may benefit from selling direct—take Apple or Dell, for example. And even them, they also sell through distributors—it's just that they don't respect the traditional structure of selling only through distributors; but they can do that because their products are highly demanded.
In order to grow, a company needs to set a distributor network to increase sales. Increased sales will result in a reduction of manufacturing costs—and there are also other costs that will be reduced such as commercial and first-level support for products. Distributors also help a company to balance its financial structure by pre-purchasing products.
If Abrahamsen is not doing this is likely because they can't, or they don't know how to. Or they are too small to have even thought about it.
I am not sure if this has been raised before, but apparently everyone seems to be ok here with a company so blatantly copying the products made by another. It's not just whether the technology may be similar—or maybe, not. It's also the physical appearance of the products. I wonder how they are getting away with it. Shouldn't it be easy for Electrocompaniet to sue them? I think that the new line that hasn't been released yet looks way better, anyways.