Strategic positioning paying off at GiftTree

Tony Curtis

GiftTree doesn’t just sell a typical gift basket. They specialize in luxury gift baskets that range in price from $30 to $500 and above. Their Dom Perignon 2003 Champagne and Caviar Experience includes a bottle of Dom Perignon, two ounces of sustainably-harvested Osetra caviar, a mother-of-pearl and sterling silver caviar service set for two and more. It’s just one example of the attention to detail that GiftTree is committed to providing its loyal customer base.

BS2Due to the caliber of their gift baskets, the company courts a strong corporate-based clientele while simultaneously appealing to retail customers looking to make a lasting impression for all the special occasions in a persons’ life. Their packaging is designed internally so that it, too, has an elegant feel to it.

“Instead of chasing a price point and selling volume, we’d rather sell fewer of very high quality products,” Bowen said.

Strategic positioning and an unwavering belief that careful product selection yields superior gift options for discriminating consumers who look beyond price has been key to Bowen and Diez’s success. Bowen is the first to tip his hat, however, to his staff. He said that as a classic entrepreneur, he needs people around him to help realize the company’s vision. Over the years, he added, GiftTree has had some truly outstanding employees, many of whom are still with them.

Bowen and Diez continue to discuss growth in other regions as it makes sense for their niche market and customer base, but they have no plans to relocate their Vancouver warehouse.

“We have an extensive presence here and we have no intention of moving our headquarters,” he said. “Our goal is to build a brand that is just highly respected and that customers know they can count on.”

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