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

Spotting Opportunity

To continue growing the customer base and the franchise, in the early nineties Coldwater Creek began to look for pockets of opportunity: customer markets that were under-served.

According to Shonk-Simmons, the key to creating successful spin-offs is a combination of looking both externally at trends as well as internally at your customers.