New Catalog Promises Style Amid Comfort
The 24-page book, created by home décor maven Ann Fox, includes products that promise easy comfort and country American style. Think chintz, painted wrought-iron bed frames and hooked rugs.
Fox, who since 1987 has owned Room Service by Ann Fox, a home furnishings store in Dallas, offers decorating tips in magazines such as Country Home and Home as well as on national TV.
Even before the catalog's launch, 30 percent of Room Service Home's business came from outside Texas.
"We're about living comfortably and about having kids and dogs on the furniture," said Donna Spafford King, Fox's business partner and a previous national marketing director for Borders Books.
The catalog's target audience is working single women and busy moms who want to create a home that's easy to live in and beautifully decorated, she said. The catalog is peppered with decorating tips from Fox.
The book contains about 200 items for the living room, bedroom, nursery, home office and bathroom ranging in price from $8 to $1,700. It mailed to 295,000 names, of which about half were people who signed up to receive the catalog at Fox's store, or on the company's Web site, roomservicehome.com. The other recipients were prospects.
A second catalog focusing on holiday items mails Nov. 1. It also will have 24 pages and the same circulation.