Living It Up Post-Mortem: Big Spender

"Basically, they give you a GPS if you ever want to visit," Olson says.

That's not to say traditional caskets are passe. Hillenbrand reported net revenue of $158.7 million in the third quarter, a 3.8% decline from a year earlier, but hardly a precipitous drop. Meanwhile, Wal-Mart(WMT) this week began selling caskets and cremation urns on its Web site. Pricing starts at $895 for the "Lady de Guadelupe," a casket made of 18-gauge steel, and $34.82 for the "Mother of Pearl Keepsake Urn." Such prices may undercut the prices of traditional casket companies, but aren't likely to pose any threat to the Promethean Bronze.

"Classics always last," Holzman says. "The best is the best."

-- Reported by Carmen Nobel in Boston.

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