Product diversification is enabling Beau Ties Ltd. of Vermont to tighten its hold on a niche market.

By Matt Griffin and Catalog Success

Adding still more trouble to the multiple product stew: At that time, only one employee besides Kenerson and Venman was working for Beau Ties. When it was all said and done, they decided to pull the leather product line and stick with their niche.

“People know us for bow ties, and that’s what they really want to buy,” says Kenerson. “And while we didn’t lose money on most of those [leather] products, we just decided it cost more money than it was worth.”