FL is a high-tech company that believes in minimalist design and provides unique, lightweight, and flexible products for homes, including intelligent appliances. They target upper middle and upper class individuals ages 25 to 45 in major cities who enjoy luxurious lifestyles and appreciate limited-edition, innovative designs. FL's slogan is "FLAT me please!" and their products range in price from $3,000 to $5,000, advertising through magazines, movies, billboards, and their website.