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

By Matt Griffin and Catalog Success

“We started to wonder why our sales weren’t what we had anticipated them to be,” Kenerson recalls. “We had to quickly readjust and get that mix up higher, because you could sell the same number of ties and not have the same sales. We should have tumbled to that much earlier.”

A continuing challenge for Beau Ties is developing and maintaining quality staff. As the company has grown, the couple has hired more people to run certain aspects of the catalog, while Kenerson and Venman focus on growing the business.