A Chat with July’s Profile, Howard Flax, CEO, FLAX art & design

© Profile of Success, Catalog Success magazine, July 2007

Interview by Gail Kalinoski

Catalog Success: When was the catalog established?

Howard Flax: We mailed our first catalog in 1984 to a file of 10,000 names.

(Editor’s Note: The firm was started by Howard Flax’s grandfather, Herman Flax, who opened an art supplies store in San Francisco in 1938. Herman’s brothers also ran art supplies store in New York City, Los Angeles and Chicago. Other family members later started stores in Phoenix, Orlando and Atlanta. They are all independently owned and the San Francisco store is the only one with a catalog.