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Modern retailers differentiate the offered assortment composition horizontally or vertically in order to meet the different, specific and heterogeneous customer requirements. The main purpose of this paper is to interpret basic theoretical and methodological assumptions regarding the nature of strategies for assortment line differentiation and, on this basis, to provide successful retail practice examples taking into account the preferences of the target customer segments. The research issues thus outlined require that a study into the specialized literature be carried out. Conceptual ideas and opinions on the process of assortment line differentiation are presented. The scientific methods of theoretical and empirical research that are used are: factor analysis and synthesis, comparison, generalization, induction and deduction, figures and tables for data visualization. The outcomes of the study are synthesized in the conclusions formulated and are linked to outlining the benefits of an appropriately chosen strategy for assortment line differentiation for retailers.