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

By Alicia Orr Suman

Interestingly, she notes, “Sometimes we notice the product preferences shifting back again with our older buyers who may move back into a more country decorating style later in life.”

Supplementing the natural buying migration between the catalogs, the two titles are actively cross-promoted. On the order forms within each book are offers to receive the other catalog. And on the company’s Web site, both catalogs are featured, although at this time, the Web is purely for catalog requests.