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Commodities to lifestyle products

With its highly efficient eCommerce platform and nationwide distribution system, The Great American Hanger Company was recently ranked by Inc 500 one of the fastest growing small businesses in North America.

 

But for its over-achieving management team, that wasn't enough. Rather than gloat over its success, the team spent hours thinking about how to pre-empt copycats, increase margins and secure future earnings. After all, a hanger was an easily replicable commodity.

“It finally occurred to us that we had addressed everything but our brand," says Great American Hanger Company President Devon Rifkin.  "Just South of Madison's process opened our eyes and changed the way we look at our business. By rethinking our company's image and positioning, we transformed The Great American Hanger Company into a very successful eCommerce "lifestyle" company that commands premium margins.