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

By Catalog Success Staff

Since Jewelry had a segment of the Sundance Catalog house file as a starting customer base, finding buyers was not much of an issue at the start. Thus Jewelry was able to focus on merchandising and creative development.

Sundance relies on a core team to conceptualize, develop, create and operate all of its catalogs, says Warren. So with each new phase of the core book and the spin off, the staff has developed some practical experience used to to create its new catalogs.