Small Catalogs Forum: Hobby Horse Clothing Rounds ‘Em Up

You don’t ask a woman her age, so let’s just say that Suzi Drnec has been selling customized western apparel since she was in junior high school. She eventually went on to create her own line of western clothing called Ready to Win, which she sells in her Hobby Horse Clothing Co. catalog.

Drnec launched the catalog in 1991 as a 16-page book; today it runs 32 pages. But many other aspects of the Chino, CA-based cataloger remain the same. Drnec still designs all of the clothing, and her husband still designs the catalog. They both handle fulfillment and customer service, along with 12 employees.

The goal of the company, says Drnec, is to provide affordable options for hobbyists who participate in horse shows and rodeos. Drnec started out selling to dealers, but the company now puts out a consumer version of the catalog as well as a wholesale book. To find consumer prospects, Hobby Horse trades names with equine magazines. And of course, word of mouth bolsters sales as well. “People tend to undervalue niche markets,” Drnec says, “but we don’t need research to tell us that serious hobby buyers are repeat and loyal buyers.”

The catalog is mailed annually prior to the primary horse show season, which runs from spring to early summer. A supplement is mailed to keep the company’s name fresh in customers’ minds during the off-season. To further increase its reach, Hobby Horse Clothing has been on the Web since 1994. The Website includes a dealer locator because “we don’t care where the sale comes from,” Drnec says. “We just want customers buying our products and excelling at the shows.”

Hobby Horse Clothing Co.
Based in: Chino, CA
Phone: 800-569-5885
Founded: 1991
Annual sales: $2.5 million
Circulation: 200,000
Trim size: 8-1/2″ × 11″

Partner Content

Hincapie Sportswear Finds Omnichannel Success in the Cloud - Netsuite
For more and more companies, a cloud-based unified data solution is the way to make this happen. Custom cycling apparel maker Hincapie Sportswear has leveraged this capability to gain greater visibility into revenue streams, turning opportunities into sales more quickly while gaining overall operating efficiency. Download this ecommerce special report from Multichannel Merchant to more.
The Gift of Wow: Preparing your store for the holiday season - Netsuite
Being prepared for the holiday rush used to mean stocking shelves and making sure your associates were ready for the long hours. But the digital revolution has changed everything, most importantly, customer expectations. Retailers with a physical store presence should be asking themselves—what am I doing to wow the customer?
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.