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The Top 200 Catalogs
business-to-consumer
business-to-business
RANK
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46
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Catalog
U.S. Cavalry
Recent 12-mth.
housefile and
month confirmed
Previous 12-mth.
housefile and
month confirmed
Percent
growth
Average
order
value
Products
List
Manager
45,845 32,563 40.8 $90 outdoor gear Estee
1/05 12/03 Mktg. Group
Anatomical Chart Co.
28,209 20,089 40.4 $100 scientific educational PCS Mailing
10/04 4/03 products List
FootSmart 503,235 360,813 39 $62 foot care products Mokrynski-
1/05 10/03 direct
110,598 80,257 37.8 $90 jewelry Peppermill
Hollywood Collection
11/04 12/03 Marketing
Legendary Whitetails
45,299 32,972 37.4 $75 casual apparel, gifts & Statlistics
9/04 9/03 home accessories
Entertainment Earth
23,524 17,352 36 $101 collectibles & toys Acculist USA
5/04 10/03
The Source Perrier 22,186 16,490 34.5 $180 home furnishings Mokrynski-
Collection 12/04 7/04 direct
Spiritwear
66,065 49,256 34.1 $25 athletic wear Midwest Direct
8/04 11/03 Marketing
La Redoute
186,283 139,711 33 $78 women’s apparel Direct Media
12/04 1/04
Midnight Velvet
377,300 284,400 32.7 $100 general merchandise SC List
12/04 12/03 Management
The Home Marketplace
252,662 190,822 32.4 $60 home products Mokrynski-
12/04 12/03 direct
Acorn Direct
97,938 74,077 32.2 $105 videos, DVDs & gifts Mokrynski-
1/05 12/03 direct
Savannah’s Candy 23,357 17,690 32 $54 candy Direct Media
Kitchen 6/04 10/03
234,992 178,811 31.4 $80 videos & DVDs Adrea Rubin
Movies Unlimited
12/04 12/03 Management
Anthony Richards
372,045 283,250 31.3 $57 women’s apparel, footwear & Mokrynski-
12/04 12/03 accessories direct
Diamond Essence
42,642 32,744 30 $230 jewelry Walter Karl
12/04 12/03
Gevalia
190,000 146,626 29.6 $60 beverages & gifts Mal Dunn
1/05 4/03 Assoc.
C.T.A. (Christian Tools 57,500 44,400 29.5 $65 church & Christian education Bush Co.
of Affirmation) 10/04 5/03 products
Emedco 91,095 70,398 29.4 $205 signs & graphic Adrea Rubin
10/04 11/03 communications products Management
Storybook Heirlooms
McClure & Zimmerman
56,574 43,817 29.1 $120 girls’ apparel & Fasano &
9/04 11/03 accessories Assoc.
20,000 15,500 29.03 $75 flower bulbs Zed Mktg.
12/04 10/03 Group
#46 Legendary Whitetails
This Mequon, Wis.-based cataloger attributes
its second appearance on the Top 200 list
to a five-year prospecting plan that includes,
for example, increasing circulation and renting
targeted lists comprised of hunters of
whitetail deer, an easily identifiable group,
says Greg Hufman, executive vice president.
These and other efforts have enabled the
company to keep its customer-acquisition
costs in check.
When founding the catalog in 1999,
executives at the company relied on their
own affinity for hunting, and sought to provide
branded apparel, gifts and home decor
that would appeal to hunters like themselves,
says Hufman. He also cites the public’s
particular fascination with the catalog’s
subject matter as a driving force of growth.
“The whitetail deer is the most popular big
game animal in North America,” he notes.
—Matt Griffin
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