Auckland, New Zealand–based James Dunlop Textiles is a fourth-generation family brand with a century-long legacy. So when managing director Ben Moir decided to cut the longstanding product range by 40 percent, the decision raised a few eyebrows ... until revenue jumped.

When our main showroom, at 7,500 square feet, seemed too small to display our product offering in 2017, we started to ask our customers what mattered to them. Specifically, was our breadth of product choice really important? Our premium customers enjoyed our vast selection of color, design and texture, but admitted they tended to use their favorites for neutral staples, and accessorize with brighter colors from our decorative ranges.

Ben MoirCourtesy of James Dunlop Textiles