The Itch to Find a Niche

Then at last month’s annual Catalog Conference in Boston, I was introduced to several other niche players I hadn’t been aware of before. Wolferman’s catalog, for instance, sells a signature product—English muffins, which look so mouthwateringly delicious that I have to order some of these yummy treats. At a luncheon one day, I sat across from a woman from the Xandria Collection, which sells “adult entertainment” products. (And here’s an interesting note about that catalog’s customer base: 70 percent of its buyers are in committed relationships ... who would’ve known?) I heard a presentation about iGo, a catalog that started out selling batteries of all types but now bills itself as the source of everything you need for mobile computing.