How do you think about that change in becoming future for you guys? Right. Yeah. So, like, this is a question that it keeps me up at night. Yeah.
I mean, this is the big one. And, understand, like, a little bit about our company is that, you know, so we're a hundred percent American-made-night company, we're on the higher end of the price price scale. And, also, too, for the past six years, we have sold the hardest-night possible
sell in the market, which is a hunting fixed-played-night. Smallest-tam, most, and, like, our competitors are $30, $20-free with, yes. You know, so, like, we're this premium product when, like, a lot of companies are getting the knife away when you buy a magazine. Yeah.
And, it's crazy. We've done it with that. And, we've built the company to this size there. Now that we're getting to the pocket-knife, the folding knives, you go looking at our peers and the guys have been around for 150 years, they sell eight pocket knives to one fixed-play.
Yeah.
“So, everyone's like, hey, I think it's time for you guys to start getting in the retail”
with Channel Expansion. I still think, for the next two years, we still have a lot of just product expansion, jam expansion.
And, like, what we were talking about last night dinners, like, yeah, there's only 2 percent
of America as a hunting knife, but a hundred percent of America has a kitchen. So, all of us, yeah. Yeah. So, like, so, like, so the culinary knives to me, like, if we can understand how to manufacture those at scale and keep the quality, that's the key is, like, if we can manufacture
at scale and keep the same quality, like, that there could be its own business in itself. So, I'm going to squeeze as much like, can't have a D to C before we start getting into, like, super omnichannel. 'Cause it seems like there's got to be some dialogue all the time about what is the ambition and what time frame?
Because it seems like what you guys have right now is a platform that can actually allow you to extend maybe even beyond knives, like the brand is strong enough that you use the YETA example. YETA makes a lot of things now. They do.
Norface started in carabiner's, and now they make a lot of things. Yeah. Like, how do you guys think about the brand that you're building in terms of, does it extend beyond knives in your mind, is it, like, where, how far does this go and what do you guys want?
Yeah.
And that's like, we're, like, Josh and I have always talked about that, and we're trying
to do a little bit of delayed gradification, because we're feeling that. Yeah. We're like, well, we could probably add this, you know, thing that's, like, kind of, like, a bin diagram right over on the side and stuff like that, and it's like, that's the plan, like, our apparel.
Yeah. I was going to say, how is apparel for you guys? I mean, I'll just, like, give some numbers out.
“You know, we'll do it anywhere between $8 and $10 and just a apparel, which is nuts, right?”
And I can't have the apparel industry, and I'm like, oh, that's a real business. Yeah. It's a real business. And so, like, say, like, there's, there's some stuff there, and like, that's all been, like, logo where there's been some small, cutting, so stuff, you know, a lot of hats,
a lot of issues, a lot of hoodies, but like, we're starting to see that our customers, like, hey, we trust how well you make knives, like, what if you, what if you guys did start making technical apparel, like, what if you guys made hunting apparel or venture, ventured here and stuff like that? So we're going to start slowly getting into that, trying to do that right.
The problem is, is like, doing that 100% America made is, is nearly, is nearly impossible.
So, like, our customers just got to understand, like, we're going to do our best, yeah. But like, we, this is, they're not going to be on the same line. And so, so that, that's another challenge with us, like, our ethos is so American made, 'cause our knives are literally made in Montana, that, like, a lot of those accessory items become limited in capacity, yeah.
Yep. So as a branding guy, I'm curious, do you think about the MKC Mark moving forward to Montana knife and the phrase, like, how do you think about that being the platform to expand that? So, so that's why. So, just this year, we, we actually updated our love for the first time ever in six years.
And it's like, the logo that, like, scrambled together on, like, I remember being, like, in an airport and I'm setting up the original Shopify, and I'm, like, just adjusting the currenting and, like, that's stuck for six years. And I've, I've always been, like, there's things to offer about it. So, we, we simplified it, it used to be, like, MKC Montana knife company inside the state.
We simplified the state. Now it's just MKC. We actually went and bought MKC.com. No way. So, like, three letter domain, dude, trust me, like, as, like, an e-com, like, Mark's her as, like,
like, people, like, no one in my business I understand, it's like, how rare that is to be like, those don't exist, that exists. And, like, so, like, it's been parked. And, like, I would DM, I would email this guy, like, every six months. They're like, "Hey, man, just check it out."
It was multiple six figures. And then, I don't know, I email them one time. You must've needed money. God, if, like, half a what it was listed. And, like, I, you know, I had to tell, like, my business, like, my CFO, which you met.
And so, I was like, "Listen, I was like, this is a big number, but, like, extrapolated over the legacy of the brand. Totally. It's worth having. Yeah.
And also, email is a lot shorter. He's like, email is shorter. I was like, "I mean, yeah, it's like, deal." Montana, knife and so. Very simple.
So, yeah.
“So, like, the MKC, I think, like, I think, eventually, like, more people”
are not understanding MSC more than Montana, and I've company. And, that's where I think it's gonna allow us to get into the gear, or else, get into accessories. I agree. Something's like that.
Yeah, it's really cool, man. I think, there's so much, our industry is such a microwave industry where everything
