Upscale apparel and home furnishings cataloger Garnet Hill in August plans to spin off a 64-page catalog devoted to children’s clothing and linens.
“Our customers have been asking for a special catalog of children’s products,” says Matt Glerum, vice president of marketing and business development Matt Glerum. “At the same time, the pages of children’s products, which we’ve had in our line since almost our beginning, didn’t do as well our core pages did. So by replacing kids’ pages with a larger offer of our core types of women’s apparel and ‘adult’ home furnishings, the mainline book will be more productive.”
Children’s clothing and linens account for less than 10% of Garnet Hill’s sales. And although Glerum won’t reveal the size of the initial catalog’s mailing, he says it will be proportionate to the business the unit did as part of the main catalog.