Maybe it’s just me, but all of a sudden I’m kind of seeing this brand everywhere. Shopping malls in Poland? Check. Germany? Check. Ireland? Also check. Present in all Novotelu (big hotel brand of Accor, thousands of properties)? Check. Is my cellular company sending me discounts to their store too? Also check!

I’m curious how this relatively young brand has become so stratospheric, what’s their business model etc.