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

By Matt Griffin and Catalog Success

Another piece of the merchandise mix that’s gained ground recently is a venture titled Bill’s Private Stock, a collection of more expensive, upscale fabrics available only in limited quantities. These ties are marketed via direct mail campaigns (separate from the catalog) mailed First Class to a select group of Beau Ties customers. Venman cites the recent surge in luxury goods and apparel as the primary reason for launching this product line.