Branching Out: Successful Spin-off Titles Expand Coldwater Creek’s Brand Territory

Bridging the Brand

At Coldwater Creek, the creative is produced in-house, from product photo shoots to layout. Because the brand is created internally, says Shonk-Simmons, it makes sense for management to keep production in the family for the spin-offs, too. “We have a great creative team that really knows how to bridge the brand,” she states.