Acorn Media Grows a Branch

From acorns mighty oaks grow—and perhaps mighty catalogs. Next week Acorn U.S., a Washington-based producer/marketer of British television programs on video and DVD, plans to mail the debut issue of a spin-off selling healthy-living videos and related merchandise.

Named Acacia, after a tree that flourishes in harsh environments, the new catalog will target primarily women 35-65 years old. The Acorn consumer catalog targets men as well as women. Acorn also has a wholesale division.

“We’ve had an interest in branching off over the last year or two because we felt there was a growing interest in [the holistic lifestyle] arena,” says Miguel Penella, president of Acorn U.S.’s Acorn Direct division. “We feel the Acorn and Acacia catalogs will complement each other. It will also help drive our wholesale business, and that will help the direct-to-consumer side as well.”

Penella says there would be a 10% overlap in product with the Acorn catalog. Videos and DVDs will cover yoga, organic foods, holistic medicines, and physical therapy, among other subjects. The catalog will sell home accessories, personal care products, and other lifestyle items as well. The initial drop will mail to 10% of its house file, or about 30,000 names. Penella expects to ship 2 million Acacia catalogs in its first year, to prospects as well as to customers.

Partner Content

3 Critical Components to Achieving the Perfect Order - NetSuite
Explore the 3 critical components to delivering the perfect order.
Streamlining Unified Commerce Complexity - NetSuite
Explore how consolidating multiple systems through a cloud-based commerce platform provides a seamless experience for both you, and your customer.
Build the Foundation for Great Customer Experiences - NetSuite
Understand how consistent, timely, relevant and personalized experiences are enabled by having the right technology foundation in place.
Strategies for Maximizing Mobile Point-of-Sale Technology - NetSuite
Learn the top five innovative ways to utilize your mobile POS technology to drive customer engagement, increase sales and elevate your brand.