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

By Alicia Orr Suman

The results? “An easier-to-shop book that supports our brand identity while maximizing our sales opportunities,” she says.

Company officials plan to do a similar brand focus review for its A Special Place catalog within the year.

About This Company:
Headquarters: Omaha, NE
Founded: Tender Heart Treasures catalog, 1987; A Special Place, 1997
Number of employees: 400
Annual sales: About $60 million
Type of products sold: gifts, home decor
Number of SKUs: 2,500
Catalog printers: R.R. Donnelley, Quad Graphics
Average order size: $45
Housefiles: Tender Heart Treasures, 300,00012-month buyers; A Special Place, 88,000 buyers. Both lists managed by List Services Corp., (203) 743-2600