NEW CATALOGS

Wakeside

When John Hellweg started Wakeside.com in 2002 as a high school senior project, he had no idea that the company would become the world's largest supplier of gear for wakeboarding, a cross between surfing and water-skiing. Now 20 and president/art director of Clackamas, OR-based Wakeside, Hellweg oversaw the launch of the company's print catalog in April.

Wakeside mailed 100,000 copies of the book, mostly to its Web customers but also to a few rented lists. The average order size is $250. Products include the $300 Liquid Force Diva wakeboard; the $1,600 Titan Series II Wakeboard Tower, which elevates the wakeboarder's rope connection point and enables him to get more “air” during tricks; and men's Billabong board shorts for $49.50.

Hellweg credits his success to solid customer service and the relatively small size of the market segment. “When you're in a tight-knit group like wakeboarders, word travels really fast,” he says. Year-over-year sales increases have been in the double and triple digits since Wakeside was founded.

A second catalog mailed in mid-May; Hellweg says he plans to mail seasonally next year. He also intends to mail a catalog this fall for TruSnow, a snowboarding supplies and accessories Website he launched in August 2005. And Hellweg plans to launch a boardsports apparel Website next year; within five years he expects to mail a catalog for that brand, as well as to open a boardsports store.
— Heather Retzlaff

Product category: wakeboarding products First mailing date: April 2006 Size of distribution: 100,000 Target audience: 16-25 year old wakeboarders Frequency: seasonally Competitors: Buywake.com, Boardersparadise.com, Boardstop.com Average order size: $250 Number of pages: 52 Trim size: 8" × 10" Telephone: 866-925-3743

Schaul's Signature Gourmet Foods

In fall 2005, Tom Schaul expanded his corporate gifts and catering business to include a 28-page business-to-business catalog of steak, lobster, ham, and other food gifts. Schaul's Signature Gourmet Foods mailed in October to 75,000 b-to-b gift buyers, mostly rented names.

The catalog and the accompanying Website were meant to expand the business beyond the holiday season and Chicago area. Elk Grove Village, IL-based Schaul's had been relying primarily on sales reps, sell sheets, and direct mail pieces to market the company.

Sales are lower than projected, but the average catalog order size of $250 is close to expectations. Schaul says he plans to pursue more consumer customers this year before deciding how to proceed in the future.
— HR

Product category: gourmet food First mailing date: October 2005 Size of distribution: 75,000 Target audience: small and midsize private companies Frequency: 4-6 times a year Competitors: Omaha Steaks, Allen Brothers Average order size: $250 Number of pages: 28 Trim size: 8-1/2" × 11" Telephone: 800-562-5660