Profile on Plow & Hearth--Reaping What You Sow (2,623 words)

"We decided that we're 'Products for Country Living,'" says Rice. "That's a pretty wide umbrella." Instead of spreading its definition of "country living" too much further, the company introduced the new title.

American Country Home's home-furnishings niche was largely identified through the use of Plow & Hearth's marketing data, a process made possible by the company's embrace of database technology.