Stonewall Kitchen: Ingredients for Success

• Housefile. Stonewall’s nascent housefile of only about 4,000 clearly needed some nurturing. Walsh didn’t shy away from mailing drops whose numbers dwarfed the housefile total — sometimes 300,000 per drop. In fact, often up to 90 percent of the catalog’s mailings shipped to rental names, despite the production costs and relatively high investment risk involved.