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Joe Keenan
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Birch%20Lane<%2Fa>,%20a%20home%20décor%20brand%20that's%20part%20of%20formerly%20online-only Wayfair%20Inc.<%2Fa>,%20bluntly%20assessed%20the%20company's%20start%20in%20the%20catalog%20industry.%20Tasked%20with%20starting%20a%20brand%20from%20scratch%20in%20seven%20months,%20Mahoney%20and%20her%20team%20at%20Birch%20Lane%20learned%20on%20the%20fly%20—%20and%20self-admittedly%20made%20some%20mistakes%20in%20the%20process.%20However,%20what's%20emerged%20is%20a%20growing%20brand%20that's%20positioned%20itself%20for%20future%20success.%0D%0A%0D%0Ahttps%3A%2F%2Fwww.mytotalretail.com%2Farticle%2Fan-online-retailers-journey-into-catalogs%2F" target="_blank" class="email" data-post-id="7039" type="icon_link">
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At the NEMOA directXchange Spring Conference in Boston last Friday, Mahoney gave a keynote speech where she laid out the challenges Birch Lane faced in launching a print catalog with a staff whose only experience was in e-commerce, as well as the takeaways from the experience and what the brand has planned going forward to continue the momentum from its successful launch.
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- Places:
- Boston
- North Carolina
E
Joe Keenan
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Joe Keenan is the executive editor of Total Retail. Joe has more than 10 years experience covering the retail industry, and enjoys profiling innovative companies and people in the space.
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