Lifetime Brands designs, develops and markets a broad range of branded home consumer products, selling them directly to supermarkets and department stores as well as independents, specialists and others.

To showcase their products, Lifetime Brands produces an extensive extensive catalogue multiple times a year curated specifically to different countries and markets, featuring thousands of products and up to 800 pages. However, the catalogue creation process can be time-consuming and labour-intensive, often taking many months and a considerable effort from the marketing and design teams to complete.

The one-size-fits-all approach would limit the sales team, as different retailers stocked varying ranges and required tailored catalogues. This meant they only needed to see a subset of the full catalogue instead of the entire selection. Any design rework or ad hoc requests from the sales team had to be handled manually, leading to a significant amount of additional work to make sure customer’s needs and requirements were met.

To address these challenges, Lifetime Brands sought a solution that would empower its business development managers and sales teams to create retailer-specific catalogues quickly and efficiently, allowing them to operate independently of the design team, but within the structure of Lifetime Brands’ approach to producing high quality material.