Nobody is even touching hard-shelled coolers for that woman who caters towards style and functionality. And so we set out to change that. And it's going to be amazing. So Yeti has this.
They have pink ones. They're doing a whole, you know, sort of female-branded line. And so I'm just interested why that is the next product.
So Yeti built a... $40 million business off of one cooler that came in four different sizes. So it's a massive market and multiple can play in the space.
But also the Yeti brand, they've cemented themselves into ultra masculine, rugged, outdoorsy, and they have a women's line, but we're going to do it in just a different way.