I wanted to take a personal moment to thank each of you for your support of Lake It over the last three years. We began Lake It as a movement to openly embrace our love of Lakes and the lifestyle that it affords us. What we realized through so many conversations with our customers and supporters is that there is so much more to embrace about this outdoor lifestyle. That is why we have decided to evolve our brand to encompass as much of the outdoor environment as possible. In our effort to embrace nature and the outdoors we discovered Friluftsliv. Friluftsliv is the Scandinavian word literally translated as Free Air Life. It is the communion between humans and nature to embrace and restore balance in our lives.
So as of this announcement Lake It becomes Free Air Life Co.
Our goals are to continue to embrace nature; all of it, and bring our followers these products and experiences that encompass this belief. This adventure begins with our new store opening in the Lincoln Park Craft District in Duluth, MN. Our new store experience will not just focus on lakes, however this is still a huge component, but it will instead bring products that embody all of the outdoors including, mountains, trails, lakes, forests and so much more. We hope you will come with us on this journey as we have many exciting things in store for you.