Separating Yourself From the Competition

Sullivan doesn’t use the calendar concept to extend her book’s shelf life, although it does. She doesn’t use key catalog pages to move products, and she doesn’t spend months trying to determine the best use of selling space.

Done almost entirely in-house, the catalogs, of which there are four a year, were created to give the retail location’s employees work during the off-season. The employees, who are not trained catalogers, use their intuition instead of industry know-how to design the book. The result is a catalog that reflects the Black Dog business and grabs the customer’s attention.