The Y Catalog, which combines yoga-focused products from a variety of vendors within its pages, has just sent out the second its three inaugural mailings waves — a 50,000-piece effort, according to co-founder Keri Lasalle
An initial mailing of 65,000 pieces dropped on Sept. 22, and a final effort will of another 65,000 copies is set for early November. The drops were staggered to avoid an onrush of new orders, Lasalle said.
The catalog, which features clothing, beauty products, energy jewelry and CDs and DVDs, will eventually mail four times a year. Prospect lists primarily consist of subscribers to yoga publications. A small number of catalogs are being distributed through yoga studios and holistic bookstores. Additionally, consumers can request a catalog through the company’s Web site, www.theycatalog.com.
The Y Catalog features vendors who support fair trade practices, use organic material and practice seva (a Sanskrit concept meaning spirit of service.) In a similar vein, 10% of the catalog’s gross revenue is being earmarked for charitable donations.
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