we're here at shop.org in las vegas and i had a chance to meet jen rubio. congratulations. you must be proud of yourself. >> yes, and it's not very t traditional for a company to reach that at this stage and we're very proud of it. >> i'm interested in how you bill a brand. all maltby you sell luggage. your company created a company that feel leak much mo-- like mn that. how did you go through the push/pull of do we talk about fee furs or the world of travel? >> from the beginning we knew we wanted to know more about the luggage brand. we used the insights for designer suitcase and that's how we're thinking about the travel company at large. >> that changes everything. we're not a luggage brand. >> it charchls the way we think about it and other people talk about it. no one wants to talk about it. it should be something you talk about to one of your friends. >> that is the best. this is another point i want to talk about. just repeat that again. erring -- >> everything you do as a company should be something people want to talk about with their friends over drinks. >> so yo