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

By Matt Griffin and Catalog Success

As the catalog’s circulation has grown, for instance, the fixed cost per catalog has dropped dramatically. Whereas in 2001, the cost to produce and mail each catalog was 80 cents, now it’s closer to 50 cents per catalog, notes Penella.

* Spinoffs. Acorn isn’t content to remain static. For instance, it’s considering spinning off a video- or gift-only catalog, a decision fueled by the continued success of both categories, says Penella.