Except that by business standards they did take a loss. Corporations are either growing, holding the line, or in decline. Games Workshop had to gut itself from the inside out just to stay in the black. In short, they maintained a slight profit not by increasing sales (those clearly fell across the board) but by firing people. You do that when you have to do it. It is never a choice. The cost to hire people back and rebuild infrastructure is always twice (if not more) what you gained in eliminating it.
If Games Workshop does not significantly increase sales, she will be in the red quite soon because there remains very little to cut. They can close more of the stores (now one-man operations) and save those salaries and the rent on those locations. What few they actually own they can sell. They can fire the people who they used to fire others. After all, who needs them anymore when most of the people they were brought in to manage are gone. Cannibalism only works for so long before you are eating your own foot.
Their sales have to increase. That is the long and the short of it. That means they either have to hit the market with stuff that just everyone is dying to have (and so far that has not been the case for what is normally their best sellers), or you have to somehow lure people back in with pricing. A lot of you seem adamant about this notion that simply making the best looking models is enough. For a niche market with no competition that might be true. Corporations, however, have to grow to survive. There is competition now, however small and only up and coming. Technology is moving fast too. Hell, a large portion of the people who CREATED the 40K universe are now working somewhere else or starting their own games. We are looking at a landscape where there are up and coming companies that know the business. Let's not kid ourselves here.