Garden.com: Growing By Its Own Rules

From merchandise to copy to photography to design to call-to-action, the Garden.com catalog is an entity unto itself. And while Sharples says that creating a catalog isn’t that different from running a retail Web site, she admits that her first stab at the catalog was from “gut instinct.” Sharples fortunately has several people on staff with cataloging backgrounds, including experience with multi-channel retailer J.C. Penney.