Power-Packed Product Line: Focus on B-to-B Merchandising

More recently, Galeton identified new merchandise categories based on its core capabilities in product sourcing along with the developing brand identity it’s established with customers.

Growing the catalog’s merchandise mix is a balancing act. Mis cautions that if a company — his or anyone else’s — strays too far, it can risk diluting its identity. “It’s best to accept the limitations of a company’s core strengths and brand identity, and not try to extend too far away from its base,” he explains. “Unless your markets are tanking or your product line has been made obsolete by a new technology, it’s often better to build on the core strength of a business than to branch out and become spread too thin.”