Frontgate Launches Its Fifth Spin-off

The press-shy Cornerstone Brands isn’t saying much about the latest offshoot of its Frontgate home products catalog, titled Grandin Road. One thing’s for certain, however: The new book is designed to give customers and prospects the kinds of quality merchandise they see in Frontgate and its other offshoots — Gentlemen’s Domain, The Ultimate Grill, Splash Pool & Spa, and Fine Outdoor Furnishings — but with an emphasis on value pricing.

Although he won’t reveal much about the new book, which mailed in March to Frontgate customers and prospects, spokesperson Dan Lally says that Grandin Road is “centered on organizing and maintaining your home. Our customers told us they needed a source for finding the best quality and functional items to help them maintain their homes.”

Lally won’t specify the exact target audience for Grandin Road other than saying the company seeks the homeowner “who wants to get value for the dollar and quality products that are going to last.”

The catalog speaks to this customer with a promise, promoted on the opening spread and the order form, to “match any catalog price within 90 days.” The copy emphasizes price in other ways. For instance, “elegant Italian beechwood chairs start at less than $100.00”; “restaurant-quality stainless steel bowls [are] only $19.95 for the set”; the Mosquito Magnet Defender is “the best value in effective mosquito control — only $295.”

Products range from a sink caddy for $7.95 to an 8′ × 10′ leather-bordered bamboo rug for $1,199.95. Most items, which include gardening tools, kitchen accessories, and storage gear, cost less than $100.

Lally won’t say how often Grandin Road will mail or how many copies were sent out, but he does acknowledge that the company plans to mail at least one other edition later this year.

Frontgate and its five spin-offs make up the flagship Westchester, OH-based Cinmar division of Cornerstone Brands. Cornerstone also mails the TravelSmith, Garnet Hill, Ballard Designs, Territory Ahead, and Smith & Noble catalogs.

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