What is the most important consideration when expanding your product line?
ANNE MARCUS, president of Hot Springs, AR-based toy catalog AnneMail: “You should make sure that everything is in place for the new product categories, such as your warehouse and infrastructure. You can’t fill the orders if you can’t handle the products.”
MICHELLE MOON, president of Arcata, CA-based Dancing Dragon, a catalog of dragon-themed items: “I look for categories and products where we can get exclusives that will broaden and distinguish the catalog and let us remain competitive.”
ANNETTE ZIENTEK, president of Lake Oswego, OR-based Christine Columbus, which sells travel products for women: “Select new products with function in mind. You don’t want to confuse customers with items that have no application.”