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

By Catalog Success Staff

“It isn’t something the career woman would put on 8 to 5,” he says. “What we represent is a lifestyle of honesty, creativity, fun and relaxation.”

In addition, the photography is splashier, and is not as concerned with capturing the natural beauty of Sundance, but more about capturing how people look and feel when they are in Sundance. It is less product focused, says Beck, in that each photograph sells multiple products in one shot. He says the book is very dense and has an unusual size, 7 1⁄2˝ x 10˝.