St. Louis-based Knights Direct has been testing custom window treatments within its Home Decorators Collection catalog since the latter part of 2005. Now the company has gone a step further: This month it introduced a 32-page HDC Blinds catalog.
The catalog mailed in two drops to an undisclosed number of customers and prospects, says spokesperson Jason Woodle. “In addition to the new stand-alone catalog,” he adds, “we plan to test multiple page lengths and presentations of this same product category within the [Home Decorators] summer 2006 catalog.” Summer versions of the core catalog will include window-treatment inserts ranging from 4 to 24 pages.
“The new book isn’t a spin-off as much as a thorough and formal test of a product category that we’re really excited about,” Woodle says. “And we’ll continue to aggressively test new products and concepts when appropriate.” The new book sells products from established brands such as Hunter Douglas as well as private-label items.
HDC Blinds started as a microsite on the core Home Decorators Website. Other microsites specialize in framed art, lighting, and kitchen and bath fixtures. Woodle won’t say whether the company, which also owns women’s apparel and wellness title Soft Surroundings, plans to test any additional catalogs.