A Chat with July’s Profile, Howard Flax, CEO, FLAX art & design

CS: How did you overcome that challenge?
HF: Time and testing. Twenty years ago to today we have always put a product or two into the catalog to test a new category. The product mix constantly evolves in tune with our perceptions of customer needs. It is an ongoing challenge, otherwise you become predictable. You need to break out of the mold and test the waters sometimes.