Profile of Success: All Eyes on the Road
Justus Bauschinger maintains a sharp eye for unique products worldwide
As for Deutsche Optik, Bauschinger noted similarities between that book and Lilliput, and the comparable customer demographics. So he felt a merger would benefit both. In 2004 he bought the catalog from its founder and owner, Mike Rifkin.
WHAT APPEALS TO HIM MOST ABOUT THE CATALOG/MULTICHANNEL BUSINESS: The direct, immediate interaction with customers that catalogs provide. “I don’t have to stand behind a counter and wait for somebody to come in and buy something,” Bauschinger says.
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