Movies Unlimited continually reaps the benefits of sound marketing and fulfillment basics.

By Lisa Yorgey Lester

This niche cataloger, which specializes in hard-to-find movies dating back to the silent screen, enjoys steady annual sales growth. The company’s 12-month housefile grew a whopping 65 percent between August 2000 and May 2002.

The company’s growth is remarkable considering discount stores and clubs dominate the home video universe. Its competitive advantage, however, is not only its breadth of merchandise — 70,000 titles — but its unique selling proposition (USP): hard-to-find movies from the golden era of Hollywood sold at a competitive price.