How a Niche Title Grows

Today, Polart has more than 250,000 customers on its housefile, and the most important demographic is that they’re Polish-American, says Zaremba. He adds that customer retention is high. “Many don’t have access to these products anywhere else—unless they live in New York or another large city.” The catalog also has successfully reached Polish-American prospects through ads in The New York Times and USA Today.