So can you just expand a little bit on their backstory?

Yeah, that's right.

As you say, they began as a tobacco company in 1950.

Then through the 60s and 70s, they recycled profits into buying other businesses in other industries, such as publishing and printing, the paper industry.

Then the first foray into sports being the 1974 purchase of an ice hockey equipment manufacturer.

They also handled the finished distribution of Casio, Seco and Montblanc.

The first of their currently owned brands was bought in 1989, and that was Wilson.

So it's not like toothpaste, where as soon as you run out, you quickly need another tube.