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

By Paul Miller

That’s not to say everything sold in those stores is appropriate for BrylaneHome. The company shies away from some of the higher-end goods from Lenox and Waterford, for instance. “That’s not our customer now. Those kinds of items are nice to see when you walk in those stores, but they might not sell well,” Kazmer says. “We want to give our customers what they really are willing to buy, as opposed to what they’re willing to browse around.”