"We're the first ones to bring scale to this business," Friedman said. "There are those with taste and no scale, and those with scale and no taste. We're doing both."
Friedman noted about 8% of the retail market is online and that's what all the creative people focus on. But what about the 92% in-store sales? Friedman said he wants to bring a level of humanity into retail stores that are otherwise devoid of windows, fresh air and plants.
As for the company's massive catalog, Friedman called it a "source book" that expands Restoration Hardware's marketing beyond its stores. Online, any mom-and-pop store can look as big as Restoration Hardware, he said. "The source books are the only physical manifestation of our brand on the market," Friedman said. "That's where we can stand out."
Continuing his highlighting of favorite companies from the countries that look the strongest in the ongoing World Cup, Cramer checked out the Brazilian roots of beer giant Anheuser-Busch InBev (BUD).
The world's largest brewer is a Belgian/Brazilian multinational. The company is a result of many mergers dating back to before 2004 and formed as BUD after a merger in 2008. It's the world's biggest brewer, with over 200 brands and 25% market share worldwide. It has almost half of the market share in the U.S. beer business, and even more in emerging markets.
BUD is also the official beer of the World Cup. In fact, Anheuser-Busch was strong enough to write its own legislation to sell beer at World Cup matches in Brazil, Cramer said. Of course, the only ones available at events are owned by InBev.
Cramer says he likes beer but he also likes the business of beer. Governments rise and fall, but like diamonds, beer is forever. He called BUD a steady dividend stock with slow and steady growth. Dividends have grown 38.7% since selling Bud under its new name in 2008. Cramer expects it to continue to make acquisitions to enhance the company's value.
The company could also use acquisitions to expand in the booming craft beer space, Cramer said, turning niche products into huge sellers. Look what it did with the purchase of Goose Island for $40 million in 2011. Sales have boomed.