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From Home Furnishing Business

Somerton Launches Customizable Retail Catalog

Somerton Dwelling has developed a new customizable retail catalog that is a cross between a beauty book and a reference guide.

Created to inspire design ideas that reflect a modern sensibility, the new catalog came available to retailers in July.

“Our goal was to create a useful catalog tool that we could use with our retailers and their customers,” said Dave Pinamonti, president of Somerton Dwelling, Corona, Calif. “We challenged the Daly Group to create a product catalog that was fresh, customizable and would not be obsolete as soon as it was printed, yet still reflected our brand strategies. They designed a color coordinated catalog with individual product pages that can be assembled for the retailer’s needs and easily updated as needed.” 

“In addition to creating a user friendly catalog tool, we wanted to also create a catalog that portrayed Somerton Dwelling’s attention to design and their mission to offer innovative furniture focused on the younger consumer,” said Dianne Barham, president and creative director of the Daly Group. “We carried through their brand essence that reinforces their positioning 'Live the Life You Love' by using simple imagery, real life scenarios and important product information. Quotes by famous people at the back of each section defined the Somerton Dwelling personality.“

The new Somerton Dwelling catalog follows the website format showing the collections divided into Dining, Sleeping, Viewing/Living and Working categories and can easily be expanded as the product categories grow. The catalog acts as a hard copy version of Somerton Dwelling’s Web site which was redesign and launched in January of this year. Between these two tools, consumers and retailers will be able to shop the product line by using the catalog or working with the website or a combination of the two.

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