The discipline of a narrow, well-edited product range

It's easier to add a new product line than to say no to one. That asymmetry is how catalogues quietly grow past the point where every item can be sourced, presented, and supported properly.

What a narrow range actually protects

Every additional product line divides attention across sourcing, quality control, and customer support. A narrower range means each item gets a genuine share of that attention.

Saying no on purpose

We evaluate new product ideas against what we'd have to stop doing well to make room for them — not just whether the new idea is good on its own.

Editing as an ongoing practice

A well-edited range isn't a one-time decision. We periodically review existing lines against the same standard we'd apply to something new, and retire what no longer meets it.

A narrower range isn't a limitation on ambition — it's what makes consistent quality possible at all.