A Look Inside Appleseed’s World and Its Customers’ World

First, a quick recap of how Appleseed’s ownership changed hands. Golden Gate Capital, which also owns Spiegel Brands and other catalogers, bought Appleseed’s in November 2005, shortly after Appleseed’s had launched an internal program to focus on better understanding and serving its customers. Appleseed’s also was considering launching a new catalog prior to the Golden Gate deal to extend its reach to the 50 to 75 market.