1. The business mainly operates globally, with its core business being the online sale of handcrafted wooden kitchenware (such as cutting boards and pot lids).
2. In e-commerce, it is a brand in a vertically segmented niche market, with competitors including other handcrafted wooden goods or kitchenware brands.
3. The official website brand terms are "BAUMHIRSCH" or "Baumhirsch".