© Profile of Success, Catalog Success magazine, January 2006
Catalog Success: When was the catalog established?
Paal Gisholt: The catalog was established in April of 2002. Prior to that, we were a dot-com company that started in June of 2000.
CS: How do you describe your primary merchandise?
PG: We have a core product offering, which is custom-packed equine nutritional supplements in daily-dose packs. We’ve used that as a platform from which we sell all different types of products that are useful to people who ride horses. Those are things like horse clothing, barn and stable equipment, rider gear, pharmaceuticals for horses, etc. And because a substantial portion of people who own horses have dogs and cats, we’ve gotten heavily into dog and cat products, including supplements, drugs and all kinds of pet care items.
CS: What’s your annual circulation?
PG: 2.5 million catalogs.
CS: What are your primary customer demographics?
PG: About 85 percent women; the target age is between 30 and 50. Household income, greater than $100,000.
CS: What are your main sales channels?
PG: Internet and catalog. Sixty percent over the Web, 40 percent to our contact center.
CS: How many employees do you have?
PG: About 100.
CS: Tell me a little bit about how the company got started.
PG: I got a call from my wife and co-founder [Becky], while I was sitting at my desk working as a venture capitalist. She said she had an idea for a business. This was common; she comes up with a thousand ideas a year. She had a problem. She had purchased a horse that had to be fed pretty high doses of vitamin E to ward off early blindness. So it was a high stakes game. Horses are expensive to begin with, and the last thing you want to do is spend even more money caring for a blind horse. So she went to her barn management, told them that the horse had to receive these supplements, and that it was really important so the horse wouldn’t go blind. And they said, “Of course.”