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

By Matt Griffin and Catalog Success

Early in the business’s history, Kenerson decided not to market to retail stores for two reasons. First, he didn’t believe he could get stores to pay attention to the company without dedicated field reps. And second, stores return unsold merchandise at the end of a season. But as it turned out, field reps weren’t necessary. Stores bought from the catalog outright, and so Kenerson developed wholesale prices for those customers.