So You Want to Start a Catalog

A big company can do it right though, and on a limited budget, too. But it needs the right levers.

Don’t Need a Contact Center or Fancy DC

Stuart was fifth-generation in his famous-brand, family-run company. “Department stores used to be solid for us, but now they’ll carry only a fraction of our line, and at terrible terms. Plus, they’re replacing our bestsellers with their own private-label knockoffs. We need to go direct to consumers with a catalog.”