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

By Catalog Success Staff

“The growth has been really amazing,” says Brent Beck, vice president of merchandising. “We had to pinch ourselves many times in the process.”

But Sundance’s success hasn’t been an easy thing to deal with. Beck says that after the third move during Sundance Catalog’s infancy, the company decided to control growth by limiting circulation, largely because it just couldn’t find the right employees to keep up the accelerated pace.