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

By Matt Griffin and Catalog Success

Bow-tie wearers not only responded to the mailing by purchasing, but they sent letters to Kenerson and Venman thanking them for making a wider selection of bow ties available. Venman says there were so many positive responses, she included some of the testimonials in the second mailing. And that practice continues today, with particularly passionate customers including photos of themselves and their families wearing bow ties. The photos often are printed in subsequent catalog mailings.