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F4-Palm Beach Post-Times, Sunday, December 12, 1976 Family Helps Catalog Sales Succeed beth, 12, also have a voice in family conferences. "Regan picked out a scarf that has been one of our most popular items," he said. Very much a family man, Horchow feels his success has given him a responsibility to others. This led him to donate to the American Institute for Public Service (AIPS) the profits from five commemorative Bilston & Battersea boxes he com "My family has some lively discussions over selections," Horchow said. "For instance, my mother-in-law really pushed for a dust mop that I said no one would buy. We finally gave it a try and it turned out to be one of our big sellers." His wife, Carolyn, helps him with buying and "is planning a second trip to China this spring." His children, Sally, 6, Regan, 14, and Eliza missioned to celebrate the Jefferson Awards. The AIPS could realize "about $200,000" from the boxes. Horchow also makes an effort to employ retarded and handicapped persons in his business. The seasonal nature of Horchow's business has led to a roster of about 300 retired persons and housewives, whom he can call to come in for part-time work on short notice. NEW YORK (UPI) - Roger Horchow has influenced the shopping habits of hundreds of people. He runs a prestige mail-order catalog, the Horchow Collection. From a business that lost $1 million a year in its first two years, he has turned it into one that expects to gross around $17 million this year. Horchow was in charge of the Nei-man-Marcus Catalog in Dallas when he was asked in 1971 to start a similar venture for Kenton Corp., a diversified retailing company. "I told them we would lose about a million a year for the first two years, but then should start to make money," Horchow said. But in the middle of the second year, Kenton was bought out. "The new owners were looking to spin off unprofitable subsidiaries and there I was." Horchow, by "going to everyone I knew," raised $1 million in cash, bought the Kenton collection, and with no fanfare changed the name to Horchow. "We lost another million the second year, largely because I made some stupid mistakes," Horchow said. But it has been up all the way since then. Horchow bought out his original backers, "giving 25 times their original investment." He has turned his catalog into a "personal business" that features his family and neighbors as models and is full of names of friends and people he admires. His collection comes from suggestions by "my wife, my children, my mother-in-law," as well as from letters from manufacturers and entrepreneurs seeking a listing in the highly selective catalog. "While I won't say that everything in the collection is something I would buy for myself, I know someone I would give every item to," he said. Quite often the recipient he has in mind shows up in the catalog - as a name in an address book or an initial on a belt buckle or a monogram on a set of crystal. ..." - " " 2TT 3T&S wri'1 fitahe he world 90 cuveuj. OCEANFRONT. possession that gets more precious with each passing year. It would almost be enough to say that Oceana is right on the Atlantic, on a ir beautiful, uncongested tropical island and let the sea speak for itself. But Oceana is so much more. It's cool, fresh air, blue skies & sunshine. It's luxuriously appointed 1 & 2 bedroom Oceanfront apartments with magnif icent views of the Atlantic and The Indian River. It's island ig with protection on 3 sides forever by nature It's golf when i; Hutchinson D.ieciions yiV. Island . J? Tpk E il b2 ; V Iff Follow signs to ' J I 'My family has some lively discussions over selections said Roger Horchow of the items included in his mail order catalog. 'For instance, my mother-in-law really pushed for a dust mop that I said no one would buy. We finally gave it a try and it turned out to be tone of our big sellers.' Horchow's business, after losing $1 million a year in its first two years, may gross about $17 million this year. ever you like, with dozens of courses in the area. It's collet ting sea shells on your own sandy beach. It's sailing and water skiing and fishing like you could only find in the Sailfish capital of the world. It's being able to watch the sunrise from the huge Oceanside terrace of your own seaside retreat. It's unobstructed views of the most magnificent sunsets, too. It's big, spacious floor plans with huge walk-in closets, modern electric kitchens, plush wall to wall carpeting and front-door security. It's strolling over to the solar-heated pool for a dip or for fun and games at the recreation center. It's any day at an Oceanfront condominium called Oceana. Measure your days against it. And come. From $49,500 Immediate Occupancy No Land or Recreation leases 7 FINANCING NO CLOSING COST MB 1 Your home on Florida's Virgin Island 9700 A-1-A, Hutchinson Island, Jensen Beach, Fla. 33457. Tel: (305) 334 6110 Typical wtoi pric $56 bOO S1 1 .300 down payment with Hi mortwp a $45,200 PJ in 360 monthly mtuilnwm ot $300 73 principal and mtarati, plus tun and homaowntr ' aatociation taat. Avaraga A hoc tat ion ta SSI 19 par month YOU'LL FIND YOUR anows AT VILLAS ON THE GREEN v 1 y CONDOMINIUM HOMES n. n, mi HI I i" "" r r: : liiiSa.; lift- "' " "-uU.J, . V fife J h;ta Jr & ' f A -j-j "4, ", , 1 Before you buy a new home, compare Villas on the Green with other condominiums and you'll discover what great values really mean. Our two and three bedroom residences offer features often only found in much higher priced condominiums. We've got eat-in kitchens featuring top of the line ice-maker refrigerator, self-cleaning oven, super-quiet dishwasher and disposal. 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BETWEEN MILITARY TRAIL AND BARWICK ROAD o II 2 J ? 3 r J o 0 III Sales center open daily 10am - 6pm NO LAND OH RECREATION LEASES. EXCLUSIVE AC1ENT: VILLAGE REALTY 717 U.S. Highway 1, Jupiter, Florida (305) 746-5)602 'COUNTRY van: i i 428-9492 276-2431 'MANORS VILLAS ON THE GREEN I 1 11 1 WEEKDAYS 9 TO 4:30 0N BROWARD) OPEN SUNDAY 1 P.M. A I LAN I axiT ii tC HLVU 'Developed by Blltmore Realty & Development Corp.