Mid market is a tough place to be in any business. During recessions you get eaten by cut rate competition, and during good times your brand strikes people as

Mid market is a tough place to be in any business. During recessions you get eaten by cut rate competition, and during good times your brand strikes people as being too downmarket. Besides, there has to be an easier way to make money than competing with companies like Ikea, which has spent decades wringing out costs from one end of the supply chain to the other.