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

By Matt Griffin and Catalog Success

Outside of ties, one product that’s performed well is a line of shirts. Manufactured by a company in New Jersey, what’s made this product an easy addition is the fact that Beau Ties never sees a single shirt. Each shirt is made to order and drop shipped from the manufacturer. Beau Ties continues to serve its niche through this offering, filling a specific void and broadening its product line. “We thought shirts were natural because we needed shirts to display bow ties,” says Kenerson.