arolt.com is for sale

Arolt opens with AR, and in education that is where much of the excitement sits. Medical students practising on virtual patients, mechanics seeing instructions laid over an engine, children walking round a life-size dinosaur in their classroom.

The ending is short and firm, so the name sounds like a company rather than a feature. An AR training platform, a virtual classroom or a simulation studio for pilots and surgeons could all grow into it.

In the French-speaking Alps, the Swiss stone pine is called the arolle. Its wood smells of resin for decades, and mountain families have used it for beds, panelling and cupboards for centuries, partly because people say they sleep better surrounded by it. Arolt sounds very close to that tree.

A mattress maker, a sauna builder, a chalet brand or a natural sleep product could tell that story honestly, and it is a lovely one to tell.

To English and German ears Arolt also sounds like an old surname, somewhere between Arnold and Harold. That suits a furniture workshop or a building firm that wants to feel rooted, as if the founder's grandfather had already been in the trade.