NEW CATALOGS

Baby's Choice

After having their first child in 2003, Brad and Dana Scharf wanted to help other parents find unique children's products. So the pair, who already owned educational materials merchant Bright Apple, launched Baby's Choice, a catalog and Website of products for expectant parents and for children up to age three. Both Baby's Choice and Bright Apple are part of Scottsdale, AZ-based Remedia Publications, founded in 1979 by Brad's mother, Kitty Scharf.

Baby's Choice first mailed in early November to 80,000 names rented from Ventura, CA-based list firm AccuList, says project manager Becky Majewski; the Website went live on Oct. 19. The 36-page catalog's products include wearable blankets that protect infants from loose bedding and shopping-cart covers that keeps babies entertained and protected from germs.

According to Majewski, early indications point to a successful launch. Plans include possibly adding a gift registry and increasing the number of products offered.
— John Fischer

Product category: baby and childcare products First mailing: November 2005 Size of distribution: 80,000 Target audience: expectant parents, relatives of babies and toddlers Competitors: One Step Ahead, Sensational Beginnings Number of pages: 36 Trim size: 8" × 10-1/2" Telephone: 480-661-9900

Heavenly Wood

The name Heavenly Wood may be ambiguous, but the church altars on the cover of its debut catalog makes apparent what it sells: handcrafted furnishings for houses of worship.

After a site upgrade last year, “we were looking to branch out from the Web,” says marketing director Morgan Cloward, “and our product line lent itself well to the printed format.” We had only a CD-ROM catalog prior to launching the catalog, but response to that was strong.”

The 12-page book mailed to more than 3,000 churches, funeral homes, and other nonsecular institutions in mid-October. The catalog, which shows a small portion of the Kaysville, UT-based company's wares, is meant to drive traffic to the Website. So far, Cloward says, response has been strong enough to encourage the company to rent lists for a second mailing, perhaps in the spring.
— JF

Product category: church furniture First mailing: October 2005 Size of distribution: 3,000 Target audience: churches Competitors: Church Plaza, Church Chair Industries Number of pages: 12 Trim size: 8-1/2" × 11" Telephone: 801-927-3036