How a Niche Title Grows

An associate in Poland coordinates shipping of the merchandise back to the U.S., where the company maintains its own warehouse, currently housing 4,000 SKUs—a quantity that Zaremba says has gotten too large. “We’re dealing with hundreds of suppliers. We need to focus on the products that are most popular.” He’s learned that the bottom line must dictate which products stay and which ones go. “We’re like everyone else in that we can’t fall in love with a product.”