Susan Landay

Joe Keenan is the executive editor of Total Retail. Joe has more than 10 years experience covering the retail industry, and enjoys profiling innovative companies and people in the space.

For more than a year, Susan Landay and her staff at Trainers Warehouse discussed ways to strengthen the company’s brand. The 17-year-old catalog marketer of such training and teaching aids as buzzers, certificate frames, fidget toys, flip charts, easels and others was profitable, but Landay felt the company wasn’t realizing its full potential. “We realized our products appealed to more than just those who were buying from us,” says Landay, the Natick, Mass.-based company’s president. “We wanted to deepen our penetration into our niche and expand our appeal.” Last February, after some outside consultation, Trainers Warehouse launched a rebranding campaign. Trainers Warehouse learned

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