direct-to-consumer

“I do not want to be considered a direct to consumer brand. I want to be an indoor air quality brand. I mean, that, that's really what I want to be because I think direct to consumer is so limiting.”

“Basically every direct to consumer quote unquote brand that I'm aware of is effectively You know, manufacturing their product with an, with a overseas contract manufacturer putting their name on it, and maybe they're doing some innovation in the product itself…”