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

By Paul Miller

Hitting Home

While Redcats USA continues to be on the acquisition trail, it also has tended closely to matters internally. Indeed, organic expansion began almost immediately after Redcats took control when it launched BrylaneHome in 1999 to jump into the home goods market.

Redcats USA recently has been making changes in some of its older apparel catalogs, such as Roaman’s (women’s plus-size, budget apparel) and Chadwick’s. But the BrylaneHome unit, and particularly its two offshoots — BrylaneHome Kitchen (launched in 2002) and BrylaneHome Wishes (a gift book that first mailed in 2003) — has been the focal point of the company’s internal expansion plans.