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

By Catalog Success Staff

“We have a real place that is pristine and beautiful. It helps us anchor our values in honesty,” says Sundance Catalog President Patricia Warren. “And there is a real guy who wants to celebrate it. We have an opportunity to stay centered.”

Maintaining brand integrity and reflecting the lifestyle of Sundance, UT, in the catalog are important components of its success and of the non-profits it funds. But like most things in life, the catalog is subject to change. From customer taste to the evolution of the mail order business to the growth of The Sundance Institute, the catalog has had to adapt to many influences without compromising its image, brand and message.