Sundance Catalog spent years building a brand and an audience. Now it is spinning off in new directions

By Catalog Success Staff

Years later, faced with double-digit response growth in its core book, Sundance knew it had to do something. After adding pages to its core book, Sundance decided to create a new catalog, which seemed logical in light of 1994 and 1995 sales reports that identified jewelry as a market that could stand on its own, and that Sundance’s jewelry buyers were less likely to make significant purchases from the other merchandise. In 1996, it created a catalog simply entitled Jewelry.