Airway Heights-based dinnerware designer and manufacturer Zak Designs Inc., says it has expanded the retail selection available through its online store and has seen sales growth since it began marketing directly to consumers, a diversification from its longtime focus of selling wholesale to retailers.

Chris Cogley, communications manager for Zak Designs, located at 1604 S. Garfield Rd., says a new website that the company launched in February has increased its online product offerings to 600 from 70. Cogley says that expanding offerings through its website helps the company serve customers who might not have access to its full product selection at its retail locations.

"The thing that's always been tough for us is although we've had retailers all over the globe, there are some communities where our products aren't really available," Cogley says. "In our local community, there aren't a lot of places that carry our products, and even the retailers that do, they don't carry the full assortment."

Retailers such as Target, Walmart, and Shopko, as well as online retailers like Amazon, carry Zak Designs' products.

Zak Designs reports sales have increased each month since the website launch in February, Cogley says.

Although the website was live early this year, Cogley says the company hasn't marketed its online store until last month. Since the launch the company has worked to streamline its online ordering process, he says.

Zak Designs is known for its licensed children's dinnerware that is decorated with images of popular Disney characters. The relationship with the big-name animator has existed since 1988.

Last June, the company released a line of children's dinnerware in anticipation of Disney Pixar's Cars 2 hitting theaters.

"We had just worked directly with retailers, but that was something that we decided that was important; to be able to provide consumers with the same kind of products," Cogley says.

The website includes a blog that's intended to give people ideas on how to make mealtime more fun for the family, and a portion of the website is geared toward children with coloring pages and games.

Cogley says the Web store took four months to develop. Products ordered online are shipped from its Airway Heights facility.

Zak Designs employs 145 people in Airway Heights and has been in operation since 1976. The company has eight international offices in addition to its Spokane headquarters.

"We've been pleased with the traffic that's been generated by it," Cogley says. "I think this is just one of several avenues that we are taking to kind of reach out to our consumers and get them involved in our products."