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

By Catalog Success Staff

“We could see it wasn’t the strength of the product, it wasn’t age-group appropriate in our core book,” says Warren of the merchandise.

Rural Route 3 catalog is a whole new animal for Sundance in terms of merchandise mix. That aside, the catalog wanted to reflect the Sundance lifestyle to preserve brand identity. A challenging point was the design and creative of Rural Route 3, which couldn’t resemble the core book because it didn’t appeal to the new audience.