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

By Paul Miller

The steady expansion into home goods and gifts largely has been built on the company’s huge, 6-million-name, buyer universe, of which about 80 percent are apparel buyers and the rest, now, home/gifts buyers.

“The whole idea was to take our apparel file, and come up with some catalogs we knew our customers were buying from elsewhere, and sell those goods ourselves,” says Redcats USA Chief Marketing Officer (CMO) Mark Friedman, a former Brooks Brothers CMO who joined the company in 2002. “That was our initial thrust, in addition to using outside lists for prospecting.”