- Middle aged men between the ages of 25 – 40 who live life for freedom
- They are family oriented so working from home or have their own business.
- They are organised, structured and have clean open contemporary homes.
- These men want something simple, structured, practical and contemporary to match the overall appearance of their home decor.
- Their homes may consist of objects made of plastic with simplistic organic and plain shapes with sleek appearances.
- Have objects of low thus things needing to be simple and straight forward for them.
- Quality and function defines who they are.
- He is not an in bread designer man but he looks for objects for structure and some sort of quality and performance.
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