The Importance of Staying in Front

Dennis: I think it's as critical as anything is just basically staying in front and always looking for ways to keep that momentum going. 20 years ago when Ulta was teeny tiny, the beauty category was dominated by major department stores. Macy's, JC Penny, Coles and Dillard's combined are worth about what Ulta is worth. Dennis: If somebody's not needing customer needs in a profound way, those customers are going elsewhere.