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

For example, after six years in the business with Northcountry, management started noticing a strength in sales on the apparel side, Shonk-Simmons explains.

That factor, coupled with the social trend toward a less formal yet tailored mode of work attire, led Coldwater Creek to the realization that there was an untapped market of customers who needed more sophisticated clothing for the workplace, but still hungered for the same appeal of the garments sold in Northcountry.