Lynn Ellen, who is your competition? Where do you sit usually in stores? I see a lot of attractive distribution globally when I check the stores in a very distinctive brand, but who is your customer as well for those who are less familiar?

Thank you.

The distribution is intentional.

We really look to quality rather than quantity.

We don't want to be everywhere.

We want to be in the right places.

And I think that is something that resonates with our consumer.

What does that word mean to you in the context of how you're running this business and how you think about different aspects of marketing as well as storytelling and lifestyle?