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

By Catalog Success Staff

The Rural Route 3 concept was developed over a two-year period. The merchandise was never tested in the Sundance Catalog, but a cross-prospecting test of the house file was done showing that the products didn’t sit well with the core book’s demographic. But the merchandise was well received by the target 25- to 45-year-old audience.