There is a recent movement by retail brands already well established in certain categories to expand their sales by adding new product categories to the line of products that made them successful. A host of retailers are stretching their brands into uncharted product waters and into new lines of business.

For example, Payless Shoesource® is launching an in-store beauty department and J. Crew®, the sportswear retailer, has already opened a bridal boutique in one store. Urban Outfitters®, another sportswear retailer, is also targeting brides-to-be at its retail locations while luxury leather goods manufacturer Coach® has opened its first men's-only store. And clothier Brooks Brother's® is introducing a home furnishings department later this year. With expansion based on new store construction stymied by the recession, retailers are looking inside their own four walls for added opportunities.

Payless started its accessories business in 2009 by offering customers jewelry, handbags, belts and scarves. This fall it is adding beauty and body care products to its 1,500 stores. The new beauty line also presents Payless with an opportunity to more actively compete in the ethnic beauty market since its primary shoppers are largely younger African American and Hispanic women.

Helping retailers grow sales by increasing traffic to their existing locations is something that Lewis Advertising has been doing for over 40 years. If you are interested in learning some other ways you might be able to sell more in your stores, you can down load more ideas at www.betterretailadvertising.com.