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inspire catalogue design
Presenting products in situ is a tried-and-tested who aims to mail seasonally as of 2010. He to downsize but buy a few key pieces. BTC used
catalogue creative technique. The BTC by also hopes to add suppliers from China, the its own database of names as well as rented lists
Design catalogue, from the Bishop Trading Philippines, Portugal, and South Africa in to mail 55,000 copies of its fi rst two editions. It
Company, takes this concept a step further: the coming months. The catalogue has had also sends copies to requesters at a rate of eight
All the products it sells are photographed in a “fortunate phenomenal reception” from per day, says Bishop.
room settings, with the catalogue emulating a the UK and European media, Bishop proudly As well as a catalogue, BTC by Design
designer boutique. Customers are presented notes, with BTC appearing on average in seven maintains an ecommerce site. The company
with designs for a Town and Country hallway, magazine and newspaper features each month. has embarked on a link-building programme,
an Oriental Opulence sitting room, a Dream Reaction has been positive from customers “constantly updating” its search-engine
in Cream bedroom. Alongside the copy for too, he says. “We hold focus groups every six marketing for natural listings and pay-per-click
each room is a “Designers’ Secrets” tip box, months and have had marketing questionnaires advertising, says Bishop, and has a presence
to further help customers re-create the style with a choice of products to win to incentivise on fi ve affi liate sites. BTC by Design is also
at home. response… Fortunately the customers’ reaction “constantly blogging” and participating in
Managing director Max Bishop established has been positive and complimentary.” Without forum conversations. It recently added to its
Bishop Trading in 2005 to import home disclosing specifi cs, Bishop says turnover had site “short fi lms with products featured and
furnishings from India and Vietnam. In risen “fairly accurately to our revised forecasts celebrity friends,” Bishop says.
October 2008, the company produced its from October 2008 and particularly increased BTC has set its sights on opening three
fi rst catalogue; the second edition mailed in since March 2009”. showrooms in the next three years. It already
October 2009. “We’ll be BTC by Design operates a showroom at its warehouse in the
printing a new catalogue targets professional Cotswolds, and Oxfordshire will be the next
next spring,” says Bishop, and affl uent consumers destination, says Bishop, who also plans to
30-45 years old. It also open a store in Edinburgh in 2011. These
aims to appeal to over- stores will predominantly serve BTC’s trade
50s looking at buying customers—interior designers, hoteliers,
a second home and restaurateurs—who make up 30 percent of the
retired people seeking customer database.
Brady buys Welco
Welco, a catalogue of industrial
and commercial storage and
handling equipment, was bought
by Brady Corp, best known in the
UK for its Seton workplace and
facilities equipment catalogue.
Welconstruct Group, the former
parent company of Welco, fell
into administration in September.
In a statement given to Catalogue
e-business, administrator KPMG
said that all Welco employees
were taken on by Brady as part of
the deal. Welconstruct Group’s
Davidon Mezzanine Floors
business was acquired by Grove
Industries, whilst its refurbishment
contractor division is in the process
of winding down.
ceb175.indd 5 7/11/09 13:09:28
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