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

By Matt Griffin and Catalog Success

With little knowledge of the vernacular and characteristics of the fabrics they needed, they relied on the expertise of the fabric suppliers. Some of the suppliers were so helpful, says Kenerson, Beau Ties continues to work with them today.

The next hurdle in their path was finding prospective customers for their catalog. The couple was able to acquire names from John Field’s, a defunct mail order bow-tie company based in California. They simultaneously began a print advertising campaign in The New Yorker and several Ivy League alumni magazines. What happened following Beau Ties’ initial mailing would influence every catalog the company mailed from that day forward.