Farooq Kathwari
Management
Yes, I think Brad, that is an important question, and the reason was that, with Phase 2 and Phase 3 being introduced, Phase 2 came into our design centers around May and June, Phase 3 just coming in. We needed to make sure that we would have the ability of making these products, getting them into the design centers had not necessarily advertise them and not be able to deliver on time. There is too much of happening at – in a limited period of time and this ability for us to have a longer shelf life of our direct mail magazines gives us an opportunity of having the product come in and even if it is a little bit, coming a little bit later, it does not miss the opportunity of advertising. That’s why, for instance if you take a look at our magazine in October, which also will be in November, some of the new products which is Phase 3 has come in early November, I mean early October, some will come late October, some in November. This gives us an opportunity of making sure that when we advertise it, we get the benefit of it because in a very compressed time, we are introducing a lot of products. Then also on the manufacturing side, even though as I mentioned we have, our manufacturing has done extremely well. But we – we do have, on one hand, I would like to have more sales, on the other hand because of our unique structure of making the products in our own workshops here in North America, we’ve got to manage that process too. Now conversely if we had done what many others have done and they’ve done it successfully that they develop a product line, have it made offshore, get at large quantities, put it on sale and they can sell it. In our case, we make the product and then 70% of that is made after it is sold to the customer. In our model, is different than a model whereby you go out and buy the product and sell it and be able to service it. So service was an important factor in taking our promotional calendar to a longer period than we've done in the past. Now going in January or February, March, we are looking at it to see whether we would be in a better position for especially the products that have been introduced in Phase 2 and 3, so that we can go back to our monthly marketing that period but then, after that, we're going to be introducing the Phase 4. But Phase 4 is not going to impact the first, I mean the third quarter of this fiscal year, Brad.