The Guild Renames Catalog

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The Guild, a direct marketer of home furnishings and gifts created by artists, has introduced a new name for its direct-to-consumer efforts: The Artful Home.


The first issue of The Artful Home catalog mailed Aug. 1. It replaces the Guild.com catalog. The new 60-page book contains home decor items from the 10,000 selections available through the Web site of The Guild, Madison, WI. It mailed to nearly 400,000 customers and prospects.


Customers also can shop for Guild items at the guild.com Web site, but soon that also will be renamed artfulhome.com. In addition, the company has introduced a Web-based newsletter with the name The Artful Home.


The renamed direct marketing elements reflect a move by the company to bolster its presence in the home furnishings market.


"More and more, our customers are telling us they want homes and workplaces that reflect who they are," The Guild founder Toni Sikes said in a statement.


Though the rebranding emphasizes the company's presence in home furnishings, the product mix between home decor and gift items is unchanged.


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