…but Beech doesn’t talk about design, because these brands aren’t real­ly about that. They’re about inno­v­a­tive pric­ing archi­tec­ture, new ways to entice cus­tomers, sat­ing mass demand for lux­u­ry. “It is real­ly about bal­ance – this approach enables us to reach a broad­er con­sumer base while stay­ing true to who we are.”