So you put those two things together. And I think you’ve got a pretty, a pretty good strategy, a sound strategy. But, I’d also say that we continue to really believe in and value the relationship directly with the customer. So one of the things that you’ll see with us with wholesale that may be differentiated as a very deliberate and intentional strategy that drives a new customer acquisition through a wholesale partner, but still encourages them through a variety of message to come back to our site and make a purchase or a follow on accessory or an additional item that then allows us to have a direct relationship with the customer as well. So we really like our strategy here. I think that there are more abilities than we initially thought.
I think we were less excited about wholesale in the past because we were so focused on that customer relationship. And we’ve learned and work together with our retail partners to find ways to drive customers back to our site that have also given us a lot more comfort. So it’s probably all three of those things the ability to drive customers back to our site that the overall profit and the new eyeballs that retailers are bringing to us that are getting us excited and really have caused this this shift between our focus on D2C in our willingness to kind of have a bigger portion of our business comes to wholesale.
Brian McNamara: Great, best of luck this year.
John Merris : Thanks, Brian.
Operator: Our next question is from Jason Bender from Citi. Jason, your line is now open. Please go ahead.
Unidentified Analyst: Good morning. Thanks for taking the question. John, maybe one for you. Clearly, you’ve had a ton of innovation and Solo Stove brand this year between Pi, Mesa Tower, you name it. Can you maybe flesh out for us, how these new products during which it sounds like they do really well, versus kind of the core firepits products and kind of unpack, where in the Solo Brands business growth is really coming from?
John Merris : Yeah, sure, I’ll take a shot at that, most definitely. We saw a healthy amount of our overall business come from new products last year. But by far the vast majority of that business, from 2022 what came from our core products. We still believe, from a penetration rate standpoint, we’re talking about, particularly at Solo Stove, having reached roughly 2 million customers at Solo Stove and having a market opportunity we think is as well north now with Mesa especially in the Pizza and Pizza Ovens as well north of 84 million households, just domestically not counting our international business. So where we are in terms of our lifecycle and what our addressable market is, we just think there’s still tons of room for us to grow overall.
But that’s particularly Solo Stove, and I’d say that the other brands are continuing to do well. Chubbies had a phenomenal year last year. They’re going to continue. Their momentum into 2023, and while there’s lots of innovation at Solo Stove specifically as a brand, we saw similar innovation and a decent amount of it across the other brands. And you saw it with Chubbies launching Long’s or Pants, a variety of new colors and styles that came out from the Chubbies brand, ISLE, which we’ve talked about prior calls launched the Switch, which is the paddleboard, that converts to sit down Kayak. And so there’s just a lot of opportunities from an innovation standpoint, across all the brands. You’ll see more of that this year. And I think I’d reiterate as well something I said in the past about new products, just over a lifecycle of new products or, or launch timeline.
