Eighteen years ago, Michael Grimmé returned from Europe, where he had been working in the oil trading industry. He relocated his family to Ft. Lauderdale, where he bought and ran a chain of boutique hotels. With the dramatic freeze in the tourism industry after the events of September 11, 2001. Michael had to reassess his assumptions about the hotel industry in an inventive way, and embraced the opportunity for change. The economic downturn, Michael realized, triggered hotels and resorts to sell excess stock and furniture as a source of revenue. In the midst of this economic crisis, he reassessed his business strategy and pivoted into a new market: furniture liquidation.