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- More mailings, bigger reach: what’s changing in 2026
- New formats and creative choices to boost engagement
- From retention tool to customer-acquisition channel
- Why print makes sense as digital marketing gets pricier
- Other brands testing print: examples from the industry
- How catalogs perform across generations and channels
- Editorial priorities: private brands and category lift
- Operational details and measurement
- Industry reading and recent retail moves worth tracking
- Recent coverage topics shaping retail conversations
Anthropologie is doubling down on printed catalogs as a strategic play, expanding its mailings and trying new formats to reach both loyal shoppers and new audiences.
More mailings, bigger reach: what’s changing in 2026
The brand will increase its catalog frequency from five issues a year to seven in 2026. That move raises total circulation from 2 million to 2.5 million copies annually. Barbra Sainsurin, Anthropologie Group’s global chief marketing officer, described the shift as a “test-and-learn” approach.
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- Five large issues will remain central, with two new smaller editions added.
- Catalog distribution will target both existing customers and carefully selected prospects.
- The change reflects a renewed investment in traditional media as digital costs rise.
New formats and creative choices to boost engagement
Anthropologie’s catalogs will now vary in size and editorial focus. The retailer debuted a pants-focused issue on Monday, Feb. 2 that aligns with its “Spring Looks Loading” campaign.
Design and storytelling
Creative chief Jisoo Kang said teams used paper collages and a more tactile layout to emphasize craft and touch. Featured apparel includes culottes, balloon pants and wide-leg trousers.
Publication cadence and focus areas
- Large-format issues will publish in March, April, August and September.
- Two smaller, likely 10-panel bifold editions will run in summer and winter.
- Smaller books let the brand zero in on categories like shoes or accessories.
From retention tool to customer-acquisition channel
Historically a retention vehicle, Anthropologie is experimenting with catalogs for acquisition. The brand is partnering with a direct-mail specialist to find shoppers who buy similar labels.
- The initial priority is fashion audiences, with home customers considered for future scale.
- Catalogs will spotlight private labels and high-growth categories.
- Private brands on the roster include Maeve, Daily Practice and Celandine.
Why print makes sense as digital marketing gets pricier
Retailers are reconsidering physical media as digital CPMs climb and consumers tire of endless scrolling. Agencies reported CPMs on Meta rose year over year in 2025, which makes direct mail more appealing.
- Catalogs provide space for long-form writing, artful photography and curated themes.
- They can act as collectible items that customers keep and share.
- Brands view printed pieces as a cost-effective complement to paid digital channels.
Other brands testing print: examples from the industry
Anthropologie isn’t alone. Several labels and retailers have launched or returned to catalog programs in recent years.
- Faherty launched a quarterly, coffee-table–style catalog called “The Faherty Chronicles” in March 2025.
- Walmart published its first home and decor catalog in August 2025 to drive seasonal demand.
- Burlap & Barrel mailed a 24-page catalog in spring 2025 to introduce more products and attract new buyers.
How catalogs perform across generations and channels
Anthropologie finds print boosts engagement across age groups. Sainsurin noted that physical catalogs often pass from mothers to daughters, sparking multigenerational interest.
The company will keep digital marketing in place. Print is treated as a complementary channel, not a replacement.
Editorial priorities: private brands and category lift
Beyond design and distribution, Anthropologie aims to use catalogs to spotlight private-label lines and categories with rapid growth, such as sneakers and activewear.
- Catalog pages will feature product storytelling for brands like Maeve.
- Smaller issues will serve as a targeted tool to build consideration in underexposed categories.
Operational details and measurement
Anthropologie will monitor responses to various formats and audiences to determine what drives acquisition and retention. The company calls the rollout a test-and-learn program.
- Metrics will likely include direct response, online traffic lift and in-store engagement.
- Smaller-format mailers enable focused experiments on category performance.
Industry reading and recent retail moves worth tracking
- Starbucks reintroduced tiered loyalty to nudge frequency and spend.
- Claire’s appointed a new chief brand officer after a private equity buyout.
- Allbirds is closing most U.S. stores, keeping two outlets open.
Recent coverage topics shaping retail conversations
- How brands like Standard & Strange and Faherty used social stances in campaigns.
- Popflex founder Cassey Ho’s approach to addressing dupe culture.
- Hemp brands’ priorities as federal regulations evolve.
