Spinoffs, new merchandise categories and other strategies Redcats USA is using to capture new customers.

By Paul Miller

Due Diligence

At the core of the company’s expansion efforts has been a heavy emphasis on market research. The company calls on Peterborough, N.H.-based list firm Millard Group for specific list-related studies; Paris-based research and consulting firm Risc for psychographic information; and other groups for help with market analysis and trend data. Millard also manages about half of Redcats USA’s lists; Direct Media manages the others.