How to Buy a Generational Brand with $20m in Sales

And probably the most frustrating part of the user experience of buying a piece from you guys is how long it takes. Now, now in some, in some ways you might, you might argue that that's like creates scarcity, creates desire. It almost, it reinforces the whole, the whole emotional experience of, of, of this thing being created for you.

At the same time it's 2025, everybody's impatient, everybody just wants it now. So if I'm told I need to wait for 12 weeks for a piece, the thing that's really going to move the needle for me on improving that experience is I only have to wait nine weeks. And isn't there going to be the.

I think it's how else you can satiate that need or not to the.

Point of creating scarcity.

Give you an example. We launched a seconds program, essentially pieces.

That were returned or had to be repaired or didn't quite meet first quality. There's always been a seconds program. It lived here in our freeport location, found a way to put it online so people have more easily, you know, access to that.

And hey, if you want a piece and you want it today, guess what? Here, here's what you can get today. If you want something built for you.

You know, you gotta wait.

And well, people say hey, can I.

Pay more to jump the line?

The answer is no, you gotta wait. And actually during COVID we were up.