Um, but, but, uh, tell us the founding story of Frontline.

I wasn't looking to leave Sales Floor.

Um, you know, it, it had been now 10 years in the 2022, 2023, uh, timeframe.

And, um, every once in a while I got an interesting phone call about a project or, or a company, whether it be to invest in or to advise in.

And I, I always, I, I really have always believed in singular focus.

So I, I'm not one of those people where you're, you'll find like all kinds of companies that I've invested or advised in.

Um, I, I, I really am a fan of singular focus.

Seems like that would be a natural thing to tie in for more context here.

And if I'm not mistaken, the first part of the industry that really adopted this concept quickly was furniture, right? And if

you could share some success of what you've already seen.

Of course.

You know, home furnishings for me has always been an industry that's it's big enough to stand on its own.

But also from the outsider, it seems small as like a part of retail.

But when you think about how people first of all, everybody sleeps.

That's something that I've just come to appreciate in the last years.

How have you overcome that? Is there an example of they were very hesitant and now they're all in?