If you shopped the catalogs for Christmas, you may have noticed that the catalog from which you ordered your daughter's sweater also sells sofas. And chairs. And tables. And towels. When it comes to catalogs, home furnishings are hot.
Clothing catalogers such as J. Peterman, Banana Republic and Spiegel are offering furnishings in addition to their staple of men's and women's fashions. Specialty catalogs that once sold only kitchenware, home accessories or bed linens are adding furniture to their lines. And old standbys such as Spiegel are spawning new home-furnishings catalogs while new furnishings catalogs are being introduced at dizzying rate.
"It [home furnishings] is the fastest-growing segment of the catalog business," said Maxwell Sroge, president of Maxwell Sroge catalog consulting company in Evanston, Ill. "People are putting a lot more emphasis on fixing up the home, and there is the money to do it."
More and more Americans are comfortable doing their home-furnishings shopping from home. According to recent research by the Direct Marketing Association (DMA), home furnishings and housewares are right behind clothing when it comes to catalog shopping and account for nearly 20 percent of the $87 billion catalog industry. Internet sales add another $4.7 billion to the burgeoning "electronic shopping" business.
The eagerness with which consumers are buying furnishings and furniture from catalogs has surprised even catalogers.
"We had some reservations," admitted Kimberly Ruthenbeck, store general manager for Room & Board, about the Golden Valley company's mail-order business, which was introduced a year ago. "Who would want to buy a sofa they can't sit on?" But sales for the company's catalog division have been "phenomenol," she said.
Catalogers, including Room & Board, count convenience as a key to their appeal.
"Most householders are in the work force and don't have the time to shop," agreed Sroge. "Time is really the scarcest commodity we have today."
The catalogs also can offer a wide array of items - which can be pictured in different colors, sizes and patterns - that many retailers lack the floor space to display. And there is an immediacy to catalog shopping that many retail stores can't match. Most catalogers and online retailers strive to have items in stock so they can be shipped right away.
"Our primary goal is immediate gratification," said Amy Crain, president of Room, a New York City-based contemporary furniture catalog. "You don't need to wait 12 weeks for a sofa."
And catalogers and online retailers often are price competitive with over-the-counter retailers. However, shipping fees and the cost of returns, if not covered by the cataloger, can boost the price of a mail-order purchase.
"It [catalog shopping] is quick and easy if it's right, but if it's wrong, it's not so easy," said Susan Hoffman, owner of Wayzata-based DESIGNS! and president of the Minnesota chapter of the American Society of Interior Designers. Hoffman said she has had clients who were "stuck" with catalog purchases because of the high cost of return shipping and handling fees.
While catalogers report that furniture and furnishings sell equally well, the
items that are easiest to buy over the phone or electronically include linens and accessories. Bed and bath linens come in standard sizes and accessories and small furnishings - such as lamps, side tables and dining room chairs - don't have to pass a comfort test and are less expensive to ship than larger items.
But catalogers caution that expensive upholstered pieces and case goods shouldn't be impulse buys. Instead, they urge customers to take the time to learn as much as they can about a piece. Many companies have well-trained phone sales representatives who are familiar with the furniture, and some even offer design consultation via phone, fax and mail.
"It's not like ordering a shirt," said Room & Board's Ruthenbeck. "The dialogue back and forth is incredible. The experience in mail order is virtually the same as in the store. We send out wood samples and steel samples. We've even had people fax in a floor plan to have our designers help place furniture."
Of course, no catalog or online service can offer a sit-test for a sofa. So, if comfort is key, consider visiting the catalog store - if there is one nearby - or shopping what catalogers call "regular retail."
"You have a group of people who are confident shopping from catalogs," said Sroge. "They're different from those who like to touch and feel and sit and who enjoy the social aspect of shopping."
If you are one of the latter, catalogs still can help you learn about what you like. Hoffman often encourages clients to clip pictures from catalogs to help define their sense of style.
"It [a catalog] is a great information tool," she said, "but if you're leery about making a purchase, don't do it."
1/3 Catalog shopping is convenient but buyers should be prepared
Convenience is one of the appeals of catalog and online shopping. And operators may well be standing by to take your call. But before you pick up the phone or go online, take a minute to read these safe-shopping tips.
- Try a test run.
"Before you spend hundreds of dollars, spend tens of dollars," advised Maxwell Sroge, president of Maxwell Sroge catalog consulting company. "Try a catalog and see how it satisfies your needs. See how fast they ship and the service they provide."
- Know the return and exchange policy. Read the customer service section of the catalog or Web site and find out who is responsible for shipping fees for returning or exchanging items.
- Ask questions. Find out as much as you can about the items you're interested in. Many service representatives have detailed information about each item they sell. So, ask about construction, materials, durability and care.
- Get samples. Some companies will send fabric swatches and wood samples. A few even provide personal shoppers to help you measure and match catalog items, or over-the-phone design consultations to help you meld your new purchases with your existing interior.
- Check delivery schedules and shipping options. Most catalogers and online shopping services offer both regular and express shipping services. You may need to be home to receive a larger item, so be sure to ask. Because some companies charge by the cost of the item, others by the weight, shipping fees vary. Make sure you know the total shipping cost and figure that into the cost of the item before you make a purchase.
- Inspect each item when you receive it. If an item is damaged or incorrect, contact the company's customer service department immediately. Reputable catalogers and online retailers should replace the damaged or incorrect item free of charge. However, if you have a complaint that a cataloger or online retailer will not satisfy, contact the Direct Marketing Association by writing Mail Order Action Line, 1111 19th St. NW., Washington, DC 20036.
1/3 A catalog sampler
Here are a few catalogs that offer home furnishings, ranging from tables to chairs in styles from casual country to high-end classics. When possible, addresses for a catalog's Web site are included; however, the sophistication of the sites and the availability of furnishings online vary widely from site to site.
- Anthropologie. Eclectic furnishings with an international flavor. 1-800-309-2500. http://www.anthropologie.com
- Ballard Designs. Furnishings for home and garden. 1-800-367-2775.http://ballard-designs.com.
- Banana Republic. Men's and women's fashions and home accessories and bedding. 1-888-277-8953.
- Bombay Co. Giftware and furniture. 1-800-829-7789. http: //www.bombayco.com
- Crate & Barrel. Casual furnishings and accessories. 1-800-323-5461. http://www.catalogcity.com
- Cuddledown of Maine. Bedding, accessories and furnishings. 1-800-323-6793. http://www.cuddledown.com
- elements. Contemporary home furnishings and fashions. 1-800-778-5555. http://www.elementscatalogue.com
- Exposures Homes. Classic home furnishings. 1-800-699-6993.
- Horchow Home Collection. Higher end home furnishings. 1-800-456-7000.
- J. Peterman. Old-world, romantic-styled furnishings. 1-800-231-7341. http://www.jpeterman.com
- Plow & Hearth. Products for country living. 1-800-627-1712.
- Pottery Barn. Furniture and table settings. 1-800-922-5507.
- Room. Contemporary furnishings and accessories. $3. 1-888-420-7666.
- Room & Board. Classic contemporary furniture. 1-800-486-6554. http://www.roomandboard.com.
- This End Up Furniture Co. Home Collection. Casual-style and contemporary home furnishings. 1-800-627-5161.
- Whispering Pines. Cabin-style furniture and accessories and fashions. 1-800-836-4662.
- Yield House. Affordable furniture (assembled or self-assembly kits) and country accessories. 1-800-659-0206.
