Austad’s new owner takes a swing at improving the golf catalog’s performance through new creative, list and merchandising strategies

By Alicia Orr , Editor In Chief and Catalog Success

Austad’s Recent Creative Evolution

The acquisition complete, Austad’s mailed its first catalog as part of Mammoth on Nov. 26, 1999, and the Austad’s team got busy planning for a host of improvements to take effect in early 2000.

One of the first major changes made to the Austad’s catalog was to make it bigger—both in trim size and in pages, says Arett. According to Schmid, the original trim size under Hanover was 71⁄8˝x101⁄4˝. In the past year the size of the catalog has been upped to 83⁄8˝x103⁄4˝. “The larger size allows space for increases in apparel and accessories products plus more brands and price points,” explains Arett.