Building a Niche Business Through the Mail
Corporate Report Wisconsin › Vol. 22 Nbr. 9, May 2007
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Summary
About the same time, the Environmental Protection Agency began requiring that farmers use personal protective gear when handling pesticides. [...] the January 2007 catalog cover has an illustration of five dogs playing poker, with copy that states: Scout's dealin' out - our biggest clearance savings ever! Inside the front cover is another illustration of Scout (the top dog) with copy under it that begins with: Meet Scout. The catalog includes accessories ranging from a "Build-Her-OwnTool Belt and Pouch Set" and "No-Crack Hand Cream" to-you guessed it - a line of clothing that includes a stretch Longtail T for women, "the tuckable shirt that covers your tush!" The biggest surprise Schlecht has had, he said, was the acceptance Duluth Trading has received from customers in launching its private label apparel line.
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Building a Niche Business Through the Mail
Gone, too, are the days when he and his wife Marianne put out their first primitive eight-page catalog, hoping that farmers would purchase their fix-it-yourself tire repair supplies.
Today, Schlecht owns a mail order company in Belleville south of Madison that is projecting nearly $70 million in revenue this year, compared to the $6.5 million it did when he purchased it in early 2001.The story of Schlecht's success with Duluth Trading Co., a ...See the full content of this document
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