max: it's peter's father's two middle names, roderick murchison hume kater. he's on the wall over there. lemonis: have you had any headwind in the states with the name? max: oh, i've had resistance, yes. lemonis: merchant-sin, i just... max: yeah, it's murchison. lemonis: murchison? max: yeah. lemonis: not merch... max: there's no chin. peter: there's no "n." lemonis: murchison-hume. max: i just thought it sounded like it had gravitas. lemonis: when you name your brand, you want it to be something memorable, and it has real clarity to it, not something with gravitas like a law firm. are these the products right here? max: yes. lemonis: what are the price points? max: so the triggers are all $9 at retail. lemonis: $9? max: i know. lemonis: who can afford that? max: yeah. amber: kathy, you know, with your, let's say furniture, a lot of the products that you deal with, you're almost the complete opposite of someone like max because you're selling more of this relatable product and price point. it's in wal-mart. it's all through wayfair. kathy: we do have our lux