Tender Heart Treasures creates 90 percent of its own products—and considers this one of its competitive advantages.

By Alicia Orr Suman

Between the two catalog titles, the company now mails about 17 million books annually.

The target audience for the Tender Heart Treasures title is comprised mostly of women, split into two distinct groups: younger mothers in their 30s and 40s, and retired or older women in their 50s and 60s. The average household income ranges from $40,000 to $60,000.