Chinaberry: Reinventing the Wheel

About Chinaberry
Headquarters: Spring Valley, Calif.
Year founded: Chinaberry catalog 1982; Isabella catalog 1995
Merchandise: Chinaberry — children’s books and educational toys; Isabella — inspirational gifts and books
Price point range: $2.95 to $199
Average order size: Chinaberry $65; Isabella $72
Annual circulation: Chinaberry 1.5 million; Isabella 1.8 million
Mailings per year: three (in three drops) each
# of SKUs: Chinaberry 1,000; Isabella 600
# of employees: 42
Customer demographics: women, ages 35-60
Sales per channel: 60 percent phone/mail; 40 percent Web
Annual sales: $11.7 million (2006 estimate)
Printer: American Color
List manager: D-J Associates (Chinaberry), Pacific Lists (Isabella)
12-month housefile: Chinaberry 48,000; Isabella 55,000