Merchandising expertise has enabled work gear supplier Galeton to steadily expand its customer list.

By Alicia Orr Suman

He notes that most b-to-b catalogs tend to have a boxy appearance. “Pages are designed as grids, and products are arrayed in different-sized squares, usually in relation to their sales volume. This is practical, and even efficient, but it’s about as visually appealing as looking at a wall of bricks,” he says.