Smart selections in merchandise and staffing are driving Acorn Direct’s exponential growth rates.

By Matt Griffin and Catalog Success

Working with their list broker, Mokrynskidirect, Acorn executives sought out gift lists whose buyers would likely be interested in their growing merchandise selection. Specifically, they used lists such as Smithsonian, the Sovietski Collection and Travelsmith as jumping-off points to attract new buyers. The eclectic array of products and gifts offered by these catalogs matched Acorn customers’ tastes, so why, Acorn executives thought, shouldn’t it work the other way around?