In the company's Long Island buying office, Ms. Little taps into new markets and expands existing ones.
Stephen VonOehsen, a principal with A.T. Kearney in consumer industries and retail practices, likens a Bed Bath & Beyond experience to visiting a dozen or so well-stocked specialty stores within a larger store. "It takes shoppers beyond their shopping lists," he said. "They get you to come in and buy the low-margin items-that's the bed and bath part-and then once you're there, they get you to buy the high-margin impulse items-that's the beyond part."
And like a wise marketer, Ms. Little covers multiple demographics. Its e-commerce site, which replicates an in-store shopping experience, won an Advertising Age Best Award in 2000.