Restoration Hardware Bombards Digital, Tree Hugging Catalog Startup With 180 Pounds of Paper

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In an extreme case of tech startup irony, Restoration Hardware has sent nearly 50,000 pages of catalogs to a Bay Area company whose goal is to reduce the number of tree-killing catalogs sent through the mail. Last week, 15 Catalog Spree employees each received a stack the size of the one you see before you—that's 13 catalogs per mailing, 3,300 pages each, with each package weighing 12 pounds. It's RH's massive "Annual Source Book."

Catalog Spree's CEO Joaquin Ruiz says: "While we love catalogs and the products from Restoration Hardware, we prefer the digital kind. They should call us. Creating catalogs on Catalog Spree has never been easier for retailers (& environmentally friendly!). And, the Catalog Spree app lets shoppers browse 350+ catalogs from an iPad, iPhone or web."

Ruiz says the company, which hosts catalogs for brands including Free People, Ann Taylor Loft and Nordstrom, has reached out to RH twice—the first time the furniture brand was skeptical of the iPad shopping experience, a year later they did not respond. But don't worry, RH, Catalog Spree doesn't hold a grudge. They'd be happy to put your massive catalog of catalogs online. Just please don't send them any more dead trees.

Update: RH notes that their catalogs are also available online at their website.
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