A Niche Found in the South

How the catalog began: About 10 years ago, Eleanor Edmondson felt the onset of a mid-life crisis. Her solution? Combine her experience in the direct marketing industry with her love of reading and start a book catalog.

While she prepared herself for her new venture, she had lunch with a friend of a friend who owned a bookstore. After some discussion about their shared passion, the two literary ladies parted ways. Several days later, the woman sent her a thank-you card with the following message, “If you can write about books the way you talk about them, you’ll be a success.” These words would provide the basis for the fledgling cataloger’s voice, and thus Bas Bleu was born.

Hometown: Although she’s lived in the South for 30 years, this Racine, Wisc., native says she’s still a Midwesterner.

Education: B.A. in English and American Literature from Northwestern University.

Goals for the catalog: “It would be fun to expand the parameters of the catalog so it included articles and other editorial material,” says Edmondson. While she hopes for growth, she believes it’s important to stay true to the vision that Bas Bleu has established as “champion of the odd little book.” She’s proud that Bas Bleu offers exposure for books from small presses and independent publishers. Her customers seem to agree, since she gets many letters thanking her for helping to raise the bar on their literary tastes.

Defining life experience: After working for a publishing house early in her career, Edmondson spent a year teaching in Nigeria. “I read a book a day that year, expanding my literary horizons far beyond what my formal education had done,” she notes. Moreover, she says the rigors of life in the remote setting and difficult climate taught her she was stronger and gutsier than she thought she could be. She’s found both of these qualities helpful in her career as a cataloger.

Favorite catalogs: “I’ve been smitten with Wisteria lately,” says Edmondson.

Hobbies: “I’ve done the New York Times crossword puzzle every Sunday for 30 years,” she admits.

Management philosophy: She feels it’s important to explain the how and the why behind the business so employees feel they’re part of a team. “Being a manager is a lot like being a teacher — you inform, direct, lead, correct and then later if necessary, clean up the mess.”

About Bas Bleu
Catalog established: 1994
Headquarters: Atlanta
Merchandise: books, gifts and accessories for readers
Annual circ: 9 million
# of SKUs: 3,000
Customer demographics: 40+ years old; 80-percent female; highly educated
Sales channels: 85-percent print catalog; 15-percent Web