Stonewall Kitchen: Ingredients for Success

But she decided to test kitchen items, such as appliances, servingware, dinnerware and cookware. The tactic worked. By the time the Winter 2001 edition mailed, average order value had increased to $48, from $20 in 1999.

Today, hard goods comprise 50 percent of the catalog’s offerings, and the average order value has increased to $62. Much of the merchandise for the hard-goods line is sourced exclusively from European vendors to differentiate the catalog’s brand (customer surveys found that Stonewall catalog customers prefer items with a European country flair).