Merchandise: Children’s Furnishings Catch On

Griffith speculates the reason behind spinning off the children’s line has to do with traditionally poor response to incorporating it into existing catalogs, and with being able to target customers more effectively with a highly focused catalog.

“In my experience, and this has not changed in 25 years, adult catalogs that offer children’s products sell them at Christmas and that’s it,” because that’s when shoppers are most responsive to foreign merchandise, says Griffith. “You have to be very cautious; it is a toss up whether that adult has a child or grandchild. Children’s furniture is not cheap.”