What’s Your Merchandising Vision

The catalog’s merchandise has evolved over the years as a result of listening to its customers. “Jo Ann (Martin) and Vickie (Hutchins) started the catalog out of their own passion for antiques, but that’s not our focus today,” says Plotnick-Snay.

Early on, she recalls, “More of the lower-end, smaller pieces were selling for Gooseberry Patch, so that’s what we expanded into.” For new catalogs, or catalogs that are growing their merchandising, she says, it’s especially important to watch what sells and listen to customers. “It’s a careful balancing act. You want to stick with your vision but also listen to the numbers and the customers. Every time you put a catalog out there, you’re asking customers what they want.”