We knew we had the expertise to build high-end optics but at a reasonable price, with that we went down the path of getting the products designed and contacting a manufacturer in Japan. After a couple of months, as we were brainstorming with a friend, he asked if it would be possible to get the binoculars customized. Initially that seemed like a real stretch, but we talked to the factory, and they said it was something they could do. We knew we had an innovative approach with going direct-to-consumer. The customization piece let us know we had something really special.

Brendon Weaver

Categorized in : U.S.

We want to stay involved at the level of the product going into people’s hands, we won’t add employees until we find the perfect fit and absolutely have to. At a big company, you have to have a thousand meetings to make a tiny change. Here, we can make a decision in half an hour and make it happen.

People were saying things about us online, writing pages and pages and pages before we even had a product, they thought they had us figured out. Consumers have been lied to so much and for so long that they just don’t believe a company can be honest anymore.