Our business strategy is simple. Start with food to build community and brand awareness. Integrate Retail to upsell and build awareness. Slowly design and produce products under our own Label. 

Food brings people together, like very few things can. Especially casual everyday food in a relaxed social environment. It also provides steady predictable cash-flow early. 

Retail allows us to upsell, leveraging the customer flow through the F&B. Retail sales are higher price and higher margin. Time spent in the shop is longer and times visited are higher, due to F&B. Selling established brands helps elevate ours. 

An independent Surf Label (X by ANALOG) takes time to build. With F&B and Retail we can afford to take our time and test things. Given time, the Label has the most potential to grow.