Smith & Wesson Holding Corp., parent of the handgun manufacturer, has begun mailing out several hundred thousand copies of Crossings, a book that will market home decor, clothing and jewelry to a mostly female target group.
The Scottsdale, AZ company already sells hunting gear and has licensing deals for such products as bicycles and golf clubs.
Crossings will offer such products as teakwood tables, horsehead soap dish sets, cigar store Indian ornaments, faux elephant suede skirts, turquoise rimmed jewelry and copper silk shantung blouses.
The catalog is currently slated to come out four times a year.
The company is targeting women aged 40 to 60 who are homeowners and have higher incomes than the U.S. average. But it’s also hoping to attract some male customers, especially at gift-giving times.
Crossing is using lists of mail order buyers and apparel buyers. Spokeswoman Amy Armstrong declined to reveal more specifics.
“We’re using the catalog to extend our brand,” said Armstrong. “Smith & Wesson has an 87% brand-name recognition and we’re looking to expand it to new markets.”
Smith & Wesson plans to evaluate the catalog’s performance early next year, noted Armstrong.
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