The well respected St. Catharines company, Ireland Decorators, which has been in business in the Niagara region since 1954, has changed its strategic business plan, by focusing entirely on in your home service rather than a storefront retail outlet. Barry Ireland, owner of Ireland Decorators, is regularly asked how the strategy is working and he gives an enthusiastic reply: 'the changes have been fantastic! I can now deal with each of my customers personally.' Customers are delighted when they call Ireland Decorators and find they are speaking directly with Barry. His expertise in refinishing wood floors to painting and decorating gives customers the satisfying sense that they are speaking with someone they can trust. Being freed from the unnecessary overhead expenses of a storefront has also allowed Ireland Decorators to become even more aggressive with pricing. Customers are certainly pleased when they find they can receive top notch decorating at an incredibly affordable price. Ireland Decorators innovative approach is a great example of a Niagara business that has maintained the formula for continued success.