You see the guy out on the street selling coffee, donuts, fruit - his business is destroyed. There are a lot of small businesses that will close or that won't be able to pay their bills next year because of the strike.
The business is getting smaller -- the advertising, the TV, the magazine -- everything is going down. This company is not going to go away tomorrow. However, the losses are getting scary.
I think its a brilliant strategy. Make small improvements that will boost sales even 4 to 5 percent over the next few years and that could lead to a dramatic turnaround for the company,
They are a small brand. They are not a monster brand. The name of the game for them is to build brand awareness and market share.
The performance of the company over the last few years has been very erratic. It's also a smaller player. It was time for Milstein to take it easy and make a gigantic pot of money and turn the ball over to someone else.