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How to invest in specialty stores


Key points

  • Specialty stores are stores that focus on a specific market segment or that offer a unique or niche product.
  • Ulta Beauty, Nike and Apple are some of the top specialty retail names operating in the United States.
  • Learn more about the types of specialized retail investment opportunities on MarketBeat.

Specialty stores are unique consumer stores that focus on a specific niche or sell only a select group of products. In a market with constantly changing consumer trends and purchasing habits, some investors are looking to specialty retail stores and their loyal customer base as a source of growth.

But what distinguishes a specialty store from a regular consumer store, and which investment options are worth considering?

Read on to learn everything you need to know about investment opportunities in specialty retail.

What is specialty shopping?

In the retail the specialty store is a unique and specialized subsector. Unlike general merchandise retailers, who offer a wide range of products to a broad customer base, specialty retailers focus on a particular product category or service and target a specific market segment. This targeted approach enables specialty stores to develop expertise in their chosen niche, offer a curated selection of merchandise and build a loyal customer base.

Defining specialty stores

Specialty stores can be defined as a segment of retailing characterized by the following:

  • Narrow product focus: Specialty stores specialize in a specific product category, such as sporting goods, jewelry or home improvements. This allows them to offer a deep and comprehensive selection of products within their niche, catering to the specific needs and preferences of their target audience.
  • Targeted Marketing: Specialty stores use targeted marketing strategies to reach their target group. This may include advertising in niche publications, attending industry trade shows, and participating in online communities relevant to their product category.
  • Strong brand identity: Specialty stores often build a strong brand identity around their product expertise and dedication to customer service. This helps them differentiate themselves from competitors and build loyalty among their target group.
  • Personalized service: Many specialty stores offer customized solutions, such as product advice and expert advice. This helps them build relationships with their customers and increase customer satisfaction.

How to invest in specialty stores infographic

Distinguishes specialty stores from regular retail

The main difference between specialist retail and regular retail lies in their product focus and target group:

Specialty stores often have several advantages over regular retailers:

  • Deeper product knowledge: By focusing on a specific niche, specialty stores can develop an in-depth understanding of their products and provide expert advice to their customers.
  • Stronger brand identity: With a targeted product category, specialty retailers can build a strong brand identity that resonates with their target audience.
  • Loyal customer base: By catering to specific needs and interests, specialty stores can build a loyal customer base, making them more likely to return and make repeat purchases.

The appeal of special products

Consumers are drawn to specialty products for several reasons:

  • Uniqueness: Specialty products are often unique and not readily available elsewhere, which gives consumers a feeling of exclusivity.
  • Quality: Specialty stores often focus on offering high-quality, well-made and durable products.
  • Expertise: Consumers can rely on the expertise of specialty retailers to help them choose the right product for their needs.
  • Personalization Specialty stores can offer a more personalized shopping experience, which many consumers appreciate.

In an increasingly homogeneous shopping environment, specialty stores offer a welcome alternative for consumers looking for a unique and personalized shopping experience. Specialty stores can thrive in the competitive retail landscape by focusing on a specific niche and building strong customer relationships.

Why invest in specialty stores?

If you’re new to investing, you may have heard the common advice to buy stocks of companies that make products you know and like, which of course can lead you to some of the best specialty stores. Specialty stores focus on a specific product category in a niche market, which allows them to differentiate themselves from general retailers and better serve customer needs. This can lead to higher customer loyalty and repeat business, leading to higher returns for investors over the term income reports.

Many specialty stores have strong brand recognition and customer loyalty, which helps them maintain a competitive advantage and weather economic downturns. Although specialty stores can offer a unique level of consumer exposure growth opportunities they should complement a fully diversified portfolio.

Evaluating specialty retail brands for investment

Investing in specialist retail brands is a tempting prospect in a booming market, but requires thorough evaluation of potential investments. Here’s an essential overview to help you assess specialist retail brands for investment:

Brand strength and differentiation

The specialty retailers’ triumph depends on several critical factors that profoundly impact the retail industry’s performance and market position. Chief among these is a unique value proposition (UVP), which signifies the brand’s ability to carve out a distinctive niche amid the competition by offering something unparalleled and compelling. This unique character determines the market positioning and appeal of the company. Brand awareness and recognition are also crucial determining factors, and include visibility and positive reputation within the target market. A robust brand identity often equates to greater trust and loyalty among consumers. Finally, customer loyalty is a crucial metric, reflecting the brand’s ability to maintain a dedicated customer base while ensuring lasting satisfaction with the products or services offered. This loyalty means repeat customers and strengthens the brand’s overall reputation through positive word of mouth, further strengthening its market position.

Financial performance and growth potential

To understand financial viability, you need to comprehensively analyze a company’s financial statements, competitive landscape, growth strategy and management team.

Financial analysis

The first step in assessing financial viability is to closely examine a company’s financial statements. This includes checking the income statement, balance And cash flow statement to identify key metrics such as profitability, revenue growth and cash flow trends. Profitability measures a company’s ability to generate revenue and is usually expressed as a percentage of sales. Sales growth is the rate at which a company’s revenue increases over time. Cash flow is the amount of money a company has available after paying expenses and is essential for maintaining a healthy financial position.


The next step is to examine the competitive landscape. This includes identifying the company’s competitors, strengths, weaknesses, and market share. It is also essential to assess the industry’s competitive intensity, which measures the level of competition within the industry. A high level of competition can make it difficult for a company to achieve profitability and growth. Each stock profile MarketBeat has a ‘Competitors’ tab that breaks down the competition in the market in a way that makes it easy to understand.

Growth strategy

The third step is to evaluate the company’s market expansion and customer acquisition strategy. This includes understanding the company’s target market, its marketing and sales plans, and its product or service development roadmap. Assessing the feasibility of the company’s growth strategy and the ability to successfully execute it is also important.

The management team

The final step is to assess the experience and track record of the management team. This includes evaluating the team’s leadership skills, financial acumen and ability to execute growth strategies. It is also important to assess the team’s commitment to the company’s mission and values.

Industry trends and market opportunities

Insights into the broader industrial landscape include:

  • Industry Growth: Evaluate the growth trajectory of specialty retail and the factors driving it.
  • Market Size and Opportunities: Determine the size and growth potential of the brand’s target market.
  • Digital presence: Assess the brand’s online customer reach and sales strategies.

Risks and challenges

Identification of potential risks includes:

  • Competition intensity: Measure competitiveness within the brand’s niche and potential market share risks.
  • Economic downturn: Assess the brand’s resilience to economic fluctuations and consumer spending trends.
  • Operational risks: Identify any supply chain vulnerabilities or product-related risks.

Valuation and investment thesis

Determining fair value and potential future growth includes:

  • Comparative rating: For an honest assessment, compare the brand’s ratings with those of competitors.
  • Investment thesis: Formulate a clear statement based on expected growth and profitability.

To make good investment choices, you must carefully assess these criteria, do in-depth research stay abreast of industry trends and seek professional guidance. Diversification and patience are essential to navigating this dynamic market and achieving long-term success.

Financial due diligence in specialized retail investments

Investing in specialty stores requires a deeper analysis than examining brand appeal and market trends. Financial due diligence is critical in identifying promising investment opportunities limiting potential risks. Here’s an overview of key financial metrics specific to specialty stores:

Profitability statistics

  • Gross profit margin: This statistic indicates what percentage of sales remains after deducting the cost of goods sold. A higher one gross profit margin suggests that the brand manages costs efficiently and prices its products competitively.
  • Operating profit margin: This statistic reflects the percentage of sales remaining after deducting all operating expenses. A higher one operating profit margin indicates that the brand manages its operations efficiently and generates consistent profits.
  • Net profit margin: This statistic represents the percentage of revenue left after deducting all expenses, including taxes. This is the ultimate measure of brand profitability.

Inventory efficiency

Inventory management is critical for specialty stores as it can significantly impact profitability. Two important measures to assess the efficiency of inventory management are inventory turnover and the number of days inventory outstanding (DIO).

Inventory turnover measures the times a retailer sells and replaces its inventory each year. Higher inventory turnover indicates that the retailer is selling inventory faster, which can lead to better profitability. Lower inventory turnover may indicate that the retailer needs to carry more inventory, which can tie up cash and lead to obsolete inventory.

DIO measures the average number of days inventory remains on the shelves before it is sold. A lower DIO indicates that the retailer is turning inventory faster, which can lead to better profitability. A higher DIO may indicate that the retailer is selling inventory slowly, which can tie up cash and lead to obsolete inventory.

Both inventory turnover and DIO are essential metrics for specialty stores to track because they can provide valuable insights into the efficiency of the inventory management process. By understanding these statistics, retailers can make informed decisions about managing their inventory, leading to better profitability.

In addition to inventory turnover and DIO, specialty stores must consider several other factors when managing their inventory. These factors include:

  • The type of products the retailer sells
  • The target market for the retailer’s products
  • The competitive landscape
  • The retailer’s financial resources

By considering all of these factors, specialty stores can develop an inventory management strategy tailored to their specific needs.

Financial health

In addition to profitability and inventory efficiency, evaluating the financial health of a specialty retail brand is essential. Three key metrics shed light on the country’s financial strength and risk profile:

  • Debt/equity ratio: This metric measures the share of debt used to finance the brand’s assets. A lower debt-to-equity ratio indicates less financial risk and a stronger balance sheet.
  • Current ratio: This metric measures the brand’s ability to meet its short-term obligations. A current ratio of at least 1.5 usually indicates a healthy liquidity position.
  • Interest coverage ratio: This metric measures the brand’s ability to cover its interest expense with its revenue. A higher interest coverage ratio indicates a lower risk of defaulting on debt obligations.

Growth statistics

In addition to financial health, understanding the brand’s growth trajectory is critical. Here, two key metrics provide valuable insights:

  • Sales growth rate: This metric measures the percentage increase in turnover on an annual basis. Positive and consistent sales growth indicates that the brand is successfully expanding its market share and driving sales.
  • Same-store sales growth: This metric measures the percentage increase in sales at existing stores, excluding new locations. This provides a more accurate picture of organic growth within the brand’s footprint.

Risk management strategies

A multifaceted approach is essential to successfully manage the inherent risks of specialist retail investments. By diversifying your portfolio across different brands and subsectors within the industry, you can spread risk and avoid overexposure to a single niche. Furthermore, implementing hedging strategies using financial instruments such as futures contracts can limit losses arising from fluctuations in commodity prices or exchange rates.

Proactive investors engage in scenario planning and develop contingency plans for various economic and market scenarios. This allows them to respond quickly and strategically to potential challenges. Finally, monitoring key financial figures and market trends is essential for identifying early warning signs and adjusting investment strategies accordingly.

Conducting thorough financial due diligence is essential for evaluating investment opportunities for specialty retail companies. Investors can make informed decisions and mitigate potential risks by analyzing key metrics such as profitability, inventory efficiency, financial health and growth potential. Furthermore, implementing good risk management strategies can further increase the chances of success in this dynamic and potentially lucrative market. Please note that due diligence is an ongoing process and not a one-time event.

Ways to invest in specialty stores

There are multiple methods that investors can use to gain exposure to specialized retail opportunities.


Buying and selling individual stocks from specialty retailers is one of the most common ways to invest in this consumer sector. Representing Individual Stocks Before purchasing stocks, you should understand the fundamentals of the underlying company, expected product launches and history of dividend payments if you invest in it creating a passive income stream. Below are some examples of the top specialty stocks.


A consumer sustainable ETF may be a better choice if you want to invest in multiple stores at the same time. Exchange Traded Funds (ETFs) are “baskets” of stocks, selected by an expert or team of experts, centered around a particular index. For example, a consumer staples ETF might include a selection of some of the largest companies that make products that consumers tend to buy when incomes are high.

An example of an ETF with specialist retail exposure is the SPDR S&P Retail ETF NYSE:XRTwhich invests large percentages of its assets in companies such as Ollie’s Bargain Outlet and Gamestop.

Commercial REITs

Commercial real estate investment trusts (REITs) can provide exposure to the specialty retail sector and potentially provide income benefits for investors. A REIT is a company that owns or operates income-producing real estate assets, such as office buildings, shopping centers and apartment complexes. These companies rent spaces to tenants and redistribute the revenue to investors after covering operating costs.

By law, REITs must distribute at least 90% of their assets taxable income to shareholders via planned dividend payments, making them a popular choice for income-oriented investors. If you are a long-term investor and want to cultivate a selection of stock selection with high dividend commercial REIT options such as Simon Property Group NYSE: SPG could be a stronger investment method.

Technology and innovation in specialist retail investments

The rise of technology has fundamentally reshaped the retail landscape, with specialty stores being no exception. Technology is critical to success and attracting investors in today’s market. Here’s a look at the impact of technology on specialty store investments:

Impact of technology on success

In today’s fast-paced retail environment, technology is no longer an afterthought; it is an important driver of success. From improving the customer experience to optimizing operations and driving data-driven decision making, technology can help specialty retail brands achieve remarkable results. Here are just a few examples:

  • Improved customer experience: Technology enables brands to personalize the shopping experience, offer seamless omnichannel integration and provide excellent customer service through chatbots and other AI-powered solutions. This increases customer loyalty and satisfaction, ultimately leading to higher sales and profitability.
  • Improved operational efficiency: Technology enables brands to optimize inventory management, supply chain logistics and marketing campaigns. This leads to cost savings and increased operational efficiency, further improving operating results.
  • Data-driven decision making: Technology provides access to valuable customer data and insights, allowing brands to make informed decisions about product offerings, pricing strategies and marketing campaigns. This data-driven approach leads to better business results and higher ROI.

Assessing a brand’s digital presence

E-commerce has become the lifeblood of modern retail, and for specialty brands, a well-crafted online presence is critical to success. Investors should carefully examine three key aspects to determine a brand’s digital suitability:

  • Ecommerce platform: Evaluate the user interface, functionality and mobile responsiveness of the brand’s e-commerce platform. A well-designed platform with a seamless user experience is crucial for generating online sales.
  • Digital Marketing Strategy: Analyze the brand’s digital marketing strategy, including social media presence, email marketing campaigns and paid advertising initiatives. A strong digital marketing strategy is essential for reaching target audiences and generating online traffic.
  • Data analysis capabilities: Assess the brand’s ability to collect, analyze and use customer data to personalize the shopping experience and make informed business decisions. Strong data analytics capabilities are essential to stay ahead of the competition in today’s data-driven retail environment.

Investment opportunities in innovative technologies

In addition to established technologies, innovative approaches are shaping the future of specialty stores. Artificial intelligence (AI) personalizes product recommendations, uses chatbots for superior customer service and optimizes pricing strategies. Virtual reality (VR) and augmented reality (AR) create an immersive shopping experience, allowing customers to virtually try on clothes or visualize furniture in their home. Blockchain technology improves security and transparency throughout the supply chain, facilitates product authentication and enables innovative loyalty programs. Additionally, social commerce allows brands to sell directly to their followers through platforms like Instagram and TikTok, fostering strong online communities.

Technology is not a fad; it is a fundamental factor in the success of modern specialty stores. Before making investment decisions, investors should carefully consider a brand’s digital presence, e-commerce capabilities and commitment to technological innovation. By investing in brands that embrace technology and use it to their advantage, investors can gain a competitive advantage and maximize their returns in the ever-changing specialty retail market.

Building a diversified portfolio with specialized retail investments

The world of specialty retail offers investors a variety of opportunities, but navigating the multi-faceted sector can be difficult. Diversification is the key to mitigating risks and maximizing returns. Here are some strategies for building a balanced and resilient portfolio in the specialty retail space:

Diversification across niche markets

Building a resilient specialty retail portfolio depends on diversifying your investments across different niche markets within the industry. This approach spreads risk by providing exposure to diverse market trends and mitigating the impact of a downturn in a single niche.

Additionally, including a mix of established brands with a proven track record and startups with high growth potential in emerging niches strikes a balance between stable revenues and explosive growth opportunities. Expanding your portfolio globally by investing in brands with an international presence or brands that focus on international markets further unlocks potential high-growth opportunities and diversifies your portfolio across geographic boundaries. By implementing these diversification strategies, you can build a robust and resilient portfolio that thrives in the dynamic specialty retail landscape.

Balancing risk and reward

  • Fast-growing versus stable brands: Allocate a portion of your portfolio to high-risk, high-reward investments in promising startups or emerging brands. This offers the potential for significant returns, but also comes with higher risk. Balance these investments with established brands with lower growth potential but a more consistent track record of profitability.
  • Risk management: Implement risk management strategies, such as setting stop-loss orders and diversifying across asset classes, to limit potential losses and protect your portfolio from market fluctuations.
  • Constant monitoring and rebalancing: Regularly monitor your portfolio performance and adjust your investments to maintain your desired risk profile and asset allocation.

Building a resilient portfolio

When investing in specialist retail stocks, it is crucial to prioritize brands with strong financial fundamentals. Look for companies with consistent profitability, healthy cash flow and manageable debt levels. These indicators indicate the brand’s ability to deal with market fluctuations and maintain sustainable growth over the long term.

Just as important is investing in brands with a clear competitive advantage. Brands with a unique value proposition, a strong brand identity and a loyal customer base are well positioned to thrive in a competitive environment. These factors differentiate them from competitors and strengthen their presence in the market.

Finally, embracing innovation is essential for long-term success. Think of brands that actively integrate technology and innovation to enhance the customer experience, improve operational efficiency and drive growth. Such brands demonstrate a proactive approach to adapting to changing market dynamics and staying relevant in the ever-evolving retail landscape.

Building a thriving specialty retail portfolio requires careful planning, diversification and a long-term perspective. By following these strategies and conducting thorough research, you can maximize your chances of success and take advantage of the exciting opportunities offered by dynamic specialty retailers.

5 specialty retail stocks

The specialist retail landscape offers an attractive playing field for investors, with diverse brands and attractive growth prospects. However, as the industry undergoes a transformation driven by innovation and changing consumer preferences, identifying promising investment opportunities requires careful thought and a keen eye.

American Eagle Outfitters Inc.

If you’ve been to a mall in the last decade, you probably own something like a fashion specialty store American Eagle Outfitters Inc. NYSE: AEO. American Eagle is a clothing and accessories store for young men and women. American Eagle Outfitters’ more than 950 stores offer jeans, shorts, shirts, dresses and outerwear, accessories such as jewelry and men’s and women’s fragrances.

In addition to the American Eagle brand, the company also operates the Aerie brand, which offers lingerie, activewear and loungewear for women. Aerie has become known for its body-positive marketing campaigns focused on inclusivity and diversity. As of May 2023, American Eagle had a total market capitalization of $2.56 billion.

Apple Inc.

While Apple Inc. NASDAQ: AAPL is best known for its technology products, but has a significant presence in specialty retail through its chain of Apple Stores. Apple Stores are specialty stores because they focus exclusively on selling Apple-branded products and services and providing customers with a unique and immersive shopping experience. With a total market capitalization of over $2.7 trillion in total market capitalization, Apple can be a blue chip choice for more conservative investors looking for specialty retail exposure.

Home Depot Inc.

The Home Depot Inc. NYSE:HD is the largest home improvement retailer in the United States and the world, with more than 2,300 stores in North America and a significant online presence. The company’s stores are a one-stop shop for all home improvement needs, which has contributed to customer loyalty. As of May 2023, Home Depot had a total market capitalization of $294 billion, making it another specialist blue chip option.

Nike Inc.

A multinational company known for its sportswear and equipment, Nike Inc. NYSE:NIKE is one of the largest sports specialty stores in the world. With 250 stores in the United States and more than 1,000 international locations, Nike maintains a strong brand presence and customer loyalty around the world, leading to increased sales. As of May 2023, Nike had a total market capitalization of nearly $200 billion, making it eligible for inclusion in many major U.S. stock indexes.

Ulta Beauty Inc.

Ulta Beauty Inc. NASDAQ: ULTA is a specialty beauty retailer that dominates much of the beauty industry in the United States. The chain of more than 1,200 stores across the country offers a range of beauty products, including make-up, skin care, fragrance and beauty products. Ulta Beauty stores also offer salon services, such as haircuts and styling, as well as makeup and skin care consultations in select locations.

Ulta stores stock a range of products across multiple price points, ranging from budget brands like NYX to prestigious international fragrance names like Chanel, which has led to increased brand loyalty and repeat customers. As of May 2023, Ulta Beauty had a total market capitalization of $25.7 billion, making it one of the largest independently publicly traded specialty beauty retailers.

How to invest in specialty stores

Now that you understand what a specialty retailer is and are familiar with some of the top retailers in popular niches, you may be ready to place a purchase order. These are the basic steps you need to go through when becoming a specialist private investor.

Step 1: Choose a news channel.

Specialty retail is dominated by consumer preferences and trends, which can be volatile and change frequently. Before investing in a store, choose a news source to stay informed about product launches and new market introductions.

Your specialty retailer may periodically post press releases on its website, which you should consult to make market decisions.

Step 2: Log in to your broker account.

As you follow the news and market changes, you can determine an ideal time to buy from the retailer you want to invest in. Log in to your investment account to start the purchasing process.

You may require funding verification before placing a purchase order through a new investment account.

Step 3: Place a purchase order.

Search for the ticker of the stock you want to invest in using your trading account to place a buy order. If this is your first time buying shares, we recommend using a limit order to put an upper limit on the total price you pay per share.

Enter the limit price and the number of shares you want to buy and place the order. Your broker will execute the order according to the details if and when possible and under market conditions. When the broker can complete the order, you will see your shares in your account.

Step 4: Stay proactive.

Once your broker has closed your order, you can officially call yourself a specialized private investor. Stay proactive with your investments and keep an eye on how your stocks or ETFs change in value over time. If you take a short-term sell position, set a stop-loss order after you complete your buy order to minimize loss potential.

Long-term strategies for success in specialized retail investing

The dynamic and ever-evolving landscape of specialty retail requires a long-term perspective from investors. This rapidly changing industry, prone to economic fluctuations and unforeseen disruptions, requires strategic approaches that prioritize resilience and adaptability to achieve sustainable success.

Understanding niche markets

In-depth knowledge of individual niche markets is crucial for identifying promising trends, anticipating future shifts and making informed investment decisions. This allows investors to understand the unique dynamics of each market and tailor their investments to evolving consumer preferences.

Prioritizing financial strength

Prioritize brands with strong financial fundamentals, including healthy cash flow, manageable debt levels and proven profitability. These characteristics indicate a company’s ability to weather economic downturns and adapt to changing market conditions.

Looking for competitive advantages

Look for brands with a unique value proposition, a strong brand identity and a loyal customer base. These differentiators help brands stand out from the competition and ensure relevance and market share in the long term.

Identifying growth potential

Think of brands with a clear growth path through market expansion, strategic partnerships or innovative initiatives. By investing in these brands, you can capitalize on their future potential and benefit from their expansion.

Limit risk through diversification

Diversify your portfolio across different niche markets and investment vehicles. This limits the risk associated with downturns in a specific market segment and provides exposure to various opportunities.

Balancing risk and return

Divide investments across different risk levels to achieve a well-rounded portfolio that matches your risk tolerance. This balances the potential for high returns and the need for stability.

Proactive portfolio management

Regularly monitor the performance of your portfolio and rebalance it as necessary to maintain your desired asset allocation and limit long-term risk. This proactive approach ensures that your portfolio remains in line with your investment objectives.

Building a resilient portfolio

Embrace change and easily adapt your investment strategies to match changing market dynamics. This proactive approach helps you thrive in the dynamic specialty retail environment.

Continuous learning and growing

Continually learn and stay abreast of the latest trends, emerging technologies and innovative approaches within the industry. This ensures that you stay ahead of the curve and identify new investment opportunities.

By embracing these long-term strategies and adopting a resilient mindset, you can navigate the complexities of the specialty retail landscape and unlock its enormous potential. By understanding niche markets, prioritizing financial strength, diversifying your portfolios, and continually learning and adapting, you can build robust portfolios that can weather market fluctuations and thrive over the long term.

Consider investing in specialty stores

Specialty stores can provide unique exposure to the consumer market, with top names building a fan-like customer base. However, it is important to remember that while specialty stores are highly visible, they only make up a small percentage of the total market. Use individual retail stocks to complement a fully diversified portfolio to balance growth potential and risk.

Frequently Asked Questions

Below are answers to some last-minute questions you may have about specialty stores.

What is considered specialty stores?

Specialist retailing refers to the retail sector that sells a specific range of products or services to a narrow market niche. These stores differ from more general retailers, which may offer a wider range of products or a more diverse price range.

What is a specialty store and examples?

A specialty store is a store that focuses on a unique market segment. An example of a specialty store is Restoration Hardware, which offers luxury contract-quality furniture to high-end customers and samples. Home Depot and Petsmart are two additional examples of specialty stores.

What are three examples of specialty products?

Luxury watches, organic foods and sportswear are specialty products. However, depending on the context, a specialty product can be virtually anything marketed to an individual customer sector. For example, budget and luxury handmade furniture can be specialty products.




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