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

By Matt Griffin and Catalog Success

Tying Together the Right Mix

While you may not think a category like bow ties allows for a wide merchandise mix, think again. Even within this narrow product niche, Beau Ties’ co-founders have managed to give their customers choices. Each new Beau Ties catalog contains 150 fabric choices, with 25 to 30 new patterns. Price points also vary significantly, ranging from $33 to $120. And while bow ties comprise nearly 85 percent of the business, the catalog successfully has introduced cummerbunds, ascots, cravats, pocket squares, shirts and most recently, four-in-hand (or long) neckties.