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

By Matt Griffin and Catalog Success

For instance, when John Le Carré’s “Tinker, Tailor, Soldier, Spy” was made available on DVD in 2002, consumers could buy the title only through Acorn for the first three months of its release. These “windows of exclusivity” draw in customers who must get their hands on the title right away, says Penella. And while they’re looking, they may want to buy the radio-controlled Mini Cooper toy car featured below it in the catalog.