Kayaking, Partying & Profits

After 5 Evolves

After 5’s product line has evolved considerably since day one. “We wanted to be a mini Williams-Sonoma at first, because we had a number of kitchen items,” says States. “We even used the Williams-Sonoma list at first. But then I thought, ‘Who would you buy from: big, fat Williams-Sonoma or us?’ So we expanded to become more of a gift catalog, and listened to what customers wanted.”