Brooks

Bike saddle maker opened the 1st shop "b 1866" in London in area called seven dials area which I never heard (not important).  They have been in biz since 1866 (important) making saddle for bikes.
Doing same thing over 147 years and stay afloat is tough. MBA student could and should learn something from them. May be I get to see IDEO saddle if I go see it.