How Mrs. Beasley’s Made a Hollywood-style Turnaround

“A couple of years ago,” recalled Ken Harris, CEO of Carson, Calif.-based food gifts cataloger Mrs. Beasley’s, “Mrs. Beasley’s was in the toilet.” But like a rundown West Hollywood apartment overhauled to become a posh and highly sought-after condo, the $17 million Mrs. Beasley’s has undergone a dramatic overhaul over the past couple of years and has turned an 8 percent sales decline into a 25 percent increase. In a session at last week’s ACCM conference in Boston, Harris and two consultants he worked with explained how.