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

By Matt Griffin and Catalog Success

Last year, however, a foray into the vertical tie market with sports logo fabric proved successful enough to warrant further testing. The recently mailed fall catalog offered four-in-hand ties in various fabrics, with a larger rollout to follow in the holiday catalog.

Venman stresses the experimental nature of such a test. “If it doesn’t develop into a solid part of the business in 12 to15 months, we will probably gracefully back out of it,” she notes.