Shawn Nelson
Analyst · Craig-Hallum Capital Group. Please proceed with your question.
Great questions, appreciate the focus. It's something that we are passionate about and focused on and perhaps I hope, passionate about in a different way than some companies. We've found that the Designed for Life philosophy in the way that we design products, has not just been a nice thing that generates more sustainable products and makes us feel good. We've found that positioned correctly, it is the basis for the value of our products. It's what drives the stickiness of our brand. It's what drives a lot of consumer, I think excitement around our around our brand and drive sales. And therefore the sustainable business model becomes good business. The same will be true we believe for CTC, a business model that is not just focused on sustainability, but focused on a circular relationship with the customer where they have a real relationship with our firm, the things they buy, and the way that we deliver it to them, the way that we interact with them becomes not just again, in pursuit of sustainability and ESG goals, but a real relationship that becomes more fruitful and again is really great for business. That said there are many components to a circular business model, is very ambitious goal. We recognize that and there will be myriad investments to make over the next 19 years as we approach getting to zero waste and zero emission. So I don't think there's time on this call to possibly list them all but I will say we'll begin with the business model as we develop these programs that will allow us to help consumers trade our product amongst themselves in productive ways, help take back our trade-in products as they upgrade it. For instance, as we launched a storage seat, a good example, people's question was, hey, I've got regular seats, might I be able to trade them in? The obvious answer for a circular business will be yes. And we will obviously be able to redeploy those. That's an -- these, it's the operational components of the business that we will be focused on that will actually drive, we believe more goodwill for our brand and more business. And those investments will come first, as we attempt to get to zero waste and zero emissions, there will be many more on the -- obviously the supply chain side, the manufacturing side. It's an entire business model. That's why we've given ourselves so much time. Our goal is not to be complacent, but instead to really approach it holistically. And we think in a way we're really excited about where that's going to come in, because we've committed to growing profitably and continuing to grow rapidly, we'll need the time to spread those investments out over a long period of time.