The Top 200

For years now catalogers have been talking about the rise of niche players: catalogs with unique products serving relatively small customer bases. This year's list of the top 200 catalogs as measured by customer (housefile) growth rates brings that trend into stark relief.

As you'll see on the fourth-annual Catalog Success Top 200 list (pg. 15), some fast--growing catalogers have hung their hats on unique merchandise offerings. For example, Music Stand (No. 1) sells music-themed apparel, gifts and accessories; M&M's World (No. 2) markets licensed products with the candy theme; and Nu Nubian (No. 15) offers Africa-themed textiles, books and other goods. No hawkers of "me-too" general merchandise, these catalogers offer carefully selected and unique products, and are enjoying growing customer lists as a result.