Spicing Up Your Home and Office

At russell+hazel, shopping for office and stationery products is no ordinary experience. They have taken everything from office storage systems to binders and accessories and turned them into beautifully functional must-haves for the home and office. In essence, they’ve put the spice back into work and life.

Since their inception in 2001, russell+hazel has accessorized consumers primarily up and down the east and west coasts through their retail partners and their hip online store. Sales were good, but customers wanted more. So did russell+hazel. Their aim? Gain market share in an already saturated office supply market.

“The office supply market is very established with a number of large players. russell+hazel’s challenge was to break through the tried and true and change the perception of office supplies. Turn them from commodities into an extension of oneself — kind of like an accessory,” said russell+hazel founder, Chris Plantan.

russell+hazel’s staff was quick to respond to the market challenge. They would show their true colors and further market their uniquely sexy product line with a debut product catalog to launch in Spring/Summer 2005.

Chris Plantan turned to manufacturing partner, The Smead Manufacturing Company for advice. Smead, a GLS client since the late 1990s, said GLS was not simply a print vendor; rather, they are a partner with outstanding technological capabilities and uncompromising customer service. Experienced GLS Account Executive, Nick Herschi was positioned perfectly for the challenge. So was Minneapolis-based marketing communications and design firm, Kilter.

With the experts assembled, production began.

“Our objective was to develop a catalog that would showcase the beauty of the products,” stated Cynthia Knox, president of Kilter. The branding had to reflect the products’ original, modern, colorful and fresh feel. Its design would mirror today’s high-end fashion catalogs and have the same luxurious feel as Coach®, Burberry® or Marshall Field’s® Oval Room catalogs.

Nick Herschi knew selecting the correct paper and cover stock, size and binding were paramount to the design. He offered the team expert advice and a variety of suitable options.

“Having a top-notch catalog that positioned the brand as luxurious created its own set of cost issues. Nick was there every step of the way helping us make smart, cost effective decisions.” — Chris Plantan, — russell+hazel founder

At russell+hazel, color defines brand. In fact, they introduce two new colors seasonally. Nick and GLS’ premedia department conducted extensive color work to ensure that colors perfectly reflected the products’ actual color.

Having a top-notch catalog that positioned the brand as luxurious created its own set of cost issues. “We had to value-engineer every decision we made,” said Chris. “Nick was there every step of the way helping us to make smart, cost effective decisions.”

According to Chris, “Nick helped us format the catalog as a self-mailer that ensured postal optimization. He was integral to the compilation of our database. And he worked tirelessly to help us put together a list that ensured a positive ROI.”

End result? russell+hazel’s Spring/Summer Catalog received an overwhelming response. “The beautiful design, complete functionality and price economies helped us produce the perfect marketing tool. The phenomenal market response is beyond our wildest expectations,” stated Chris.

The future looks just as bright for russell+hazel. They have already partnered with Kilter and GLS in developing another unique and colorful New Years 2006 catalog. If it’s anything like the first, it’s sure to make a big splash in the office supply world!

www.russellandhazel.com