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

By Paul Miller

In its research (particularly with buyers of its Lane Bryant and Roaman’s brands), the company knew its customers also were buying home goods from catalogs such as J.C. Penney, Domestications and Spiegel, as well as from Newport News when that catalog was still selling home décor. “Our objective was to get our file to buy home goods from us,” Friedman says.