An Online Retailer's Journey Into Catalogs

First Steps
Mahoney and her team essentially had the first three months of 2014 to accomplish the following:

• finalize product assortment (one advantage is that Birch Lane doesn't carry inventory; all of its orders are drop shipped);
• shoot the catalog and all web assets (this was done in six weeks in North Carolina);
• write all copy for the catalog and web;
• build a website;
• build a catalog circulation plan;
• hire a printer;
• put together a PR push for the new brand and host a launch event; and
• print and mail the book.

Birch Lane's first catalog was in-home on April 7, 2014.