Kayaking, Partying & Profits

Headquarters: Santa Barbara, Calif.
Year founded: Surf to Summit - 1994; After 5 - 2001
Merchandise: Surf to Summit - kayaking equipment; After 5 - party-themed gifts and novelties
Price point ranges: Surf to Summit - $5 to $90; After 5 - $15 to $875
Average order size: Surf to Summit - $600 to $1,500; After 5 - $68 to $85
Annual circulation: Surf to Summit - 3,000; After 5 - 500,000
Mailings per year: six
# of SKUs: 650-700 total
# of employees: 45
Customer demographics: Surf to Summit - sporting goods retailers, original equipment manufacturers; After 5 - men and women over 35, average income $75,000 to $150,000
Sales per channel: 70 percent Web; 30 percent call center
Annual sales: $5 million
Printer: Times Printing
List manager: Millard Group
12-month housefile: Surf to Summit - 3,000; After 5 - 22,412