Inventory Projections

Lisa Hammond, CEO and founder, Femail Creations catalog, Las Vegas, NV

Product: general merchandise, with a concentration on items made by women artists and business owners

Size of warehouse facilities: the company’s outsourcer allocates about 10,000 square feet

SKUs: 3,500

Catalog Success: What criteria do you use when deciding how much of any one product to stock?
Hammond: We use past performance indicators. They’re strong guidelines for us. For example, if we’re considering a piece of jewelry, we’ll look at past sales of our jewelry category and any other related product sales.