Petals Launches New Catalog Featuring Home Decor

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Decorative accessories for the home are being offered in Accents by Petals, a catalog that was mailed last week to approximately 1 million potential customers.


The 32-page catalog -- a spinoff of the Petals catalog, which features silk flowers and botanical arrangements -- contains more than 100 items, including lamps, rugs, mirrors and wall art. While some furniture pieces are included, the emphasis is on decorative accessories, said Richard Belenski, president/CEO of Petals Inc.


A spring edition will be mailed to 1.2 million recipients in February.


Petals, White Plains, NY, tested Accents in March, when it mailed 24-page catalogs to 100,000 customers. The demographics for both catalogs include primarily women 55 and older with an average annual household income of $75,000. The average order for the test was $100.


Belenski would not disclose the amount Petals spent for the new catalog's production. He also would not discuss targets that would have to be reached to make Accents a success.


The company used its database of customer names for Accents as well as a rented prospect list. Belenski would not reveal the list broker used for the mailing.


"The strategy of the Petals organization at this point is to position this company as a provider and an authority in decorating in decorative accents," he said. "We want to leverage the customer's acceptance of this product in the marketplace across a wider group of products."


Accents by Petals is still defining its niche, Belenski said. While there are other catalogs that focus on decorative accessories, what sets Petals apart is that it offers a wide range of decorative items in a moderately priced collection, he said. Items in Accents range from a $29 hand-painted glass plate to a $1,999 sofa.

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