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

Another brand-building technique that is supported by the cross-over between the titles is the ability to occasionally sell the same products in more than one book.

For example, a crocheted raffia hat graces the pages of both Northcountry and its more formal sister, Spirit of the West. In Northcountry, the hat is grouped with numerous products from diverse categories, such as apparel, accessories and housewares/gifts.