Chinaberry: Reinventing the Wheel

Greater emphasis on Isabella: Chinaberry shifted marketing resources from its flagship book Chinaberry to Isabella. “We moved more mailings to Isabella, because response to Isabella was greater, and it’s a more profitable business,” says Director of E-commerce Stephen Fuller-Rowell.

As a result, over the past three years, the portion of sales has flip-flopped from 60/40 Chinaberry to 60/40 Isabella. This year, Chinaberry’s circulation was at 1.5 million, compared to Isabella’s 1.8 million.