Organic fashions may be the next merchandise trend to watch, and Under the Canopy is at the leading edge

By Reported Donna Loyle

While Zaroff’s vision for high-style organic fashions seems like a unique and timely idea, that does not necessarily translate into smooth sailing ahead. As alluded to earlier, Zaroff has a horror story to tell — one that can be viewed as instructive for catalog entrepeneurs.

Fulfillment Fiascos

When Zaroff launched her catalog company in 1998, she outsourced fulfillment to Harrison Fulfillment in Chattanooga, TN. “I did extensive due diligence, looking for a partner who had a track record of superior customer service,” Zaroff recounts. “I talked with some top catalog consultants who recommended fulfillment providers. After visiting each of the facilities, interviewing their clients and carefully reviewing their respective proposals, I selected Harrison.”