Online retailer Wayfair launches new product line, printed catalog

Printed retail catalogs such as those from Sears (NASDAQ: SHLD) and Montgomery Ward may have gone the way of the dinosaur, but online-only retailer Wayfair is bringing back the printed periodical for the launch of its new Birch Lane private label line of home furnishings.

The line of classic furniture launched on the retailer's website and is supported by a print catalog that will mail every six weeks to 500,000 Wayfair shoppers, marking the first time a digital-only retailer utilized a physical marketing and sales tool. Story