I think maybe they do ok on soft goods, where the mark up is so much better, if you think Primitive was P Rod’s shop, then it was clothing, then it became hardware, it’s grown slowly in comparison to just making boards and expecting money to roll in. You see the same comments from US skaters “I never see anyone with Primitive boards” but it’s the same as Element, it’s the brand that kids love so it’s the skaters we don’t see.
