partners that we sell to, which is pretty
unique out there.”
The corporate culture of expanding tomeet
customer needs has taken a novel path, too.
Meadow Lark created the Over the Road
Apparel business when Roth’s sister left the
company to go to fashionmarketing school,
then returned after graduation in search of
an internship. She subsequently spent a year
investigating the market for truck driver
clothing and found that there was high
demand, but nothing available that catered
specifically to the unique needs of
operators.
44 | BusinessWorld |
June-July 2014
