TORONTO—In another example that print works and has impact, this just in from Restoration Hardware, which has sent its customers a package of catalogues that will tip the scale at 15 pounds. When something like that thuds on your counter, you notice.

The luxury home furnishing brand reports that it was driven to do the huge mailing in part by environmental concerns.  Usually it ships smaller catalogues to clients throughtout the year, but this year it went for mass to reduce its carbon footprint.




“We did a study on which [method] would have the least impact and we have a lot of very conscientious customers who are concerned about the carbon footprint we are leaving,” said A.J. Curtis, a customer service advocate for Restoration Hardware. “We found that this would be the most efficient and least impactful way to get the catalogues out.”

The catalogues were sent out in batches of 5,000 and to Curtis’ knowledge, a total of 25,000 to 30,000 was distributed.