Brookstone Merges Catalogs

In advance of the pending postal rate increase, Merrimack, NH-based gifts and gadgets cataloger/retailer Brookstone has merged its Hard-to-Find Tools and Brookstone catalogs into one book, which will simply be known as Brookstone.

The combined catalog launched in January and includes a cover violator that reads, “It’s our new catalog! Featuring the best of the Brookstone and Hard-to-Find-Tools collections.”

“We are testing this concept in light of the recent proposed postal increase,” says Brookstone spokesperson Robert Padgett. “We think it will be a more efficient way to distribute our catalogs to our customers.”

While the 42-year-old Brookstone evolved to become a multichannel merchant of products ranging from outdoor games to personal grooming products to home entertainment items, Hard-to-Find Tools remained its catalog arm for household tools.

According to its data cards, Brookstone and Hard-to-Find Tools have similar demographics: baby boomers with an average household income of $100,000. But Hard-to-Find Tools had more than 180,000 12-month buyers and an average sale of $120, while Brookstone had more than 404,000 12-month buyers and an average sale of $130.

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