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

By Catalog Success Staff

“A big part of why we were successful was how naive we were,” says Beck. “We were a little daring. We pushed the envelope not knowing we were pushing it as far as we were.”

Rural Route 3 has also been done from the gut, much like the core book. The creative and merchandise for the book are done the “Sundance” way, rather than how the designers and experts suggested. And similar to the way Sundance Catalog was named after the village, Rural Route 3 was named after the road that runs through the Sundance Resort.