Under the Canopy: Organix Style with Soul
Challenges Ahead
Zaroff agrees that the funding issue is a critical one. She currently is exploring strategic partnerships with other merchants similar to the Eziba deal. And Jim Gilbert, UTC’s VP of operations, is considering marketing partnerships, such as co-mailings, package insert trades and list exchanges.
“Small mailers such as us are the lifeblood of the catalog industry,” says Gilbert, the former vice president and general manager of Beauty Trends catalog. “Companies like UTC generate more lists and introduce more people to mail order. We’re in that category of companies that grows the entire catalog industry.”
Says Zaroff: “It’s costly to start a catalog from scratch, and a lot can go wrong. But if you have a timely and unique concept, as well as passion and tenacity, you can overcome the very formidable obstacles and pave the way to a successful future.”
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Under the Canopy
Headquarters: Boca Raton, FL
Founded: 1996
Products: Organic apparel, bed and bath items, footwear, gifts, accessories
Sales channels: 90 percent print catalog; 5 percent Web; 5 percent wholesale
Number of catalogs mailed in 2002: about 1 million
SKUs: 1,500 to 2,000
Catalog printers: Quebecor World and Arandell; B&W Press prints order forms
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At a Glance:
Under the Canopy
12-month housefile: 5,000
Average order value: $161
Primary customer demographic: Women ages 25 to 55, HH income of $60,000 or more
List rental cost: At press time, this list was available for exchanges only.
List manager: D-J Associates, (203) 431-8777
Zaroff’s primary target demographic is the LOHAS market comprised of those concerned with “Lifestyles of Health and Sustainability.”
