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

By Catalog Success Staff

Rural Route 3

Sundance’s next spinoff was Rural Route 3 catalog, which mailed its first 48-page book in August 1999 and two more times in 1999, each with a circulation of 700,000. It offers apparel, accessories and jewelry that appeal to the 25- to 45-year-old female demographic.

The Rural Route 3 spinoff represents a new audience for Sundance that reflects the changes in the independent film industry, which now draws from a 20-something, hipper generation that flocks to film festivals and avidly watches the Sundance Movie Channel. The book’s demographic is young and affluent. Sometimes the new customers are even the children of the original target audience of Sundance, specifically the daughter of Robert Redford. Shauna Redford is the idea-woman behind Rural Route 3.