Enthusiasm and a willingness to take chances keep Larry Levine at the top of his game

By Matt Griffin and Catalog Success

Why he started a catalog: Diversification. “Eden Lane was my response to Sept. 11. I thought my regular wholesale business would suffer a bit, and because of that, I took a risk and diversified,” says Levine.

Additionally, he says, the catalog is an opportunity for him to flex a little creative muscle. Having performed both as a standup comedian and a musician, he says the desire to touch an audience — in this case via a catalog — remains appealing.