NEW CATALOGS

Shutters Beach Style

If you've ever stayed at the posh Shutters on the Beach in Santa Monica, CA, you probably wanted to take home some of the accoutrements. Now you can: Working with hotel designer and furnisher Boxport, Shutters produced its first print catalog in July 2005.

Tery R. Young, Boxport's vice president of creative and operations, says the catalog offers “beach living at its best,” including bedding, gifts, home decor, and bath and bodycare products found in guest rooms. Products range from juggling balls ($16) to accent tables ($179) to shams ($110-$285). The average order of $240 contains about four items.

The catalogs are placed in 442 guest rooms at Shutters and at sister hotels Casa Del Mar, also in Santa Monica, and Hotel Andalucia, in Santa Barbara, CA.

Response was better than the hotelier has expected, says Young. About 28% of hotel guests have visited the companion Website; of those, 2.2% made a purchase. Shutters plans to add items for Mother's Days and Father's Day and a bridal registry.

Product category: high-end spa and home items First release date: July 2005 Target audience: guests of Shutters on the Beach, upscale consumers Competitors: W, Le Parker Meridien, Kimpton Hotels, Westin Hotels Average order size: $240 Frequency: annual Number of pages: 16 Size of catalog: 8" × 10" Telephone number: 888-334-9110

Furnitureland South

Can't make it to the famed furniture markets of High Point, NC? Furnitureland South, a retailer based in, you guessed it, High Point, now offers furniture from more than 400 manufacturers via catalog and the Web.

Furnitureland South mailed its 144-page premier edition last April to about 500,000 names on its 1 million-plus active customer list. A fall 2005 catalog dropped in October to the same number of names. The company's 10-year-old Website added an e-commerce channel in April 2005 to coincide with the initial drop.

Marketing director Terrie Silver would not release catalog results, but she says that it met expectations, with lamps and recliners the best-selling categories. Plans include spring and fall catalogs, each around 150 pages. — Tim Parry

Product category: mid- and high-ticket furniture First mailing date: April 2005 Size of distribution: 500,000 Target audience: upscale consumers Competitors: Design Within Reach, Storehouse, Williams-Sonoma Home, Horchow Number of pages: 144 Trim size: 10-1/2" × 9-1/4× Telephone: 336-841-4328