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

By Matt Griffin and Catalog Success

“We have close to 500 customers who don’t really want to buy our standard-size ties,” says Kenerson. And for those customers, Beau Ties offers a custom business. For an additional fee, customers can specify the size and style of the tie, perhaps even substituting a diamond cut instead of the standard flat ends favored by most bow-tie wearers.