• We only make products within our sphere of first-hand expertise: camping products and car travel equipment.

• We aim to support end-users with products that are functional, robust, and light. Designing products requires intellectual discipline. Why include features that add weight, cost, and complexity, we don’t paint a snake with feet.

• We focus on products. We believe that great products are rarely the result of design flair or manufacturing developments, but an evolution of learning and listening to feedback. We encourage and accept all criticism. Our products are the sum of users’ experiences.

• We made the product right from the beginning. Any changes introduced from one production run to the next are small and incremental, which reflects our learning curve. What we don’t do, is make model X this year and model Y next year.

• We believe in product durability and longevity. We try to prolong the life of our products by offering spare parts and providing a repair service.

• We are an outdoor products and services provider driven by Products, Data, and Innovation. We only do what we are good at. We say things as they are and don’t use hyperbole.

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