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

By Catalog Success Staff

Sundance Catalog’s spirit is largely embodied in Redford, who founded the catalog in 1989. It is a direct outgrowth of the Sundance Village general store, which resort guests visit during their stays. The catalog was created to respond to hundreds of letters the general store received every year requesting its products. A percentage of its sales now support the film festival and The Sundance Institute. But what began as simple customer fulfillment has grown into a multiple catalog, 16-million-circulation mail order business.