SkyMall
| Company type | Private |
|---|---|
| Industry | Publishing, Direct marketing |
| Founded | 1990 |
| Founder | Bob Worsley |
| Fate | Acquired by C&A Marketing after Chapter 11 bankruptcy (2015) |
| Headquarters | Ridgefield Park , United States |
| Products | In-flight catalog, online retail merchandise |
| Parent | C&A Marketing (since 2015) |
| Website | skymall |
SkyMall is a niche publishing company based in Ridgefield Park, New Jersey, renowned for its in-flight catalog, SkyMall, which at its peak distributed around 20 million copies yearly and reached 88% of airline travelers in the United States. The company functions as a multi-channel direct marketing enterprise, offering merchandise through both its printed catalog and its online platform, skymall.com.
In January 2015, SkyMall sought protection under Chapter 11 bankruptcy. Subsequently, in April of the same year, C&A Marketing acquired the company through bankruptcy court proceedings.
History
Established in 1990 by Bob Worsley, SkyMall's original concept was to allow passengers to place orders during flights with the expectation of same-day delivery upon arrival, necessitating warehouses situated near airports. Early growth involved securing contracts to provide catalog products on U.S. airlines, a shift that nearly resulted in financial collapse. Around 1993, the company transformed its business model to leasing catalog space to distributors who handled order fulfillment directly—a strategic pivot credited with rescuing the enterprise.
From 1999 onward, ownership transferred among various private equity groups, including Najafi Companies. By 2009, SkyMall’s website was generating roughly $80.5 million in sales revenue, ranking it as the 185th largest e-commerce platform by income.
On May 17, 2013, SkyMall merged with Xhibit Corp., a digital marketing and advertising software firm listed on an over-the-counter exchange. Less than two years later, SkyMall and related entities filed for Chapter 11 bankruptcy protection in Arizona.
On April 1, 2015, C&A Marketing acquired SkyMall for $1.9 million with intentions to revive the catalog by introducing innovative and attractive products while preserving the brand’s identity beyond just novelty items.
Products
SkyMall transitioned from traditional retail offerings to emphasize distinctive and unconventional products that attracted consumer attention and boosted sales. Among its best-selling items near bankruptcy was a Yeti statue. The Washington Post described the catalog’s merchandise as "whimsical," underscoring its unique position within the retail sector.
Departments
- Apparel & Accessories
- Automotive & Hardware
- Computers
- Electronics
- Health & Wellness
- Home Living
- Office
- Outdoor Living
- Pets
- Seasonal
- Sporting Goods
- Toys, Hobbies & Collectibles
- Travel
Participating stores
- Casio
- Design Toscano
- Diversions Catalog
- Driving Comfort by AutoSport
- Footsmart
- Gadget Universe
- Hammacher Schlemmer
- Improvementscatalog.com
- Plow and Hearth
- Steiner Sports
- Successories
- TigerDirect
- The Greatest Gift
Airlines Featuring SkyMall During Flights
SkyMall’s operational strategy was largely dependent on collaborations with prominent airlines, such as:
- American Airlines and American Eagle – partnership concluded in January 2015
- United Airlines – partnership ended in January 2015
- Eastern Air Lines
- Delta Air Lines – partnership terminated in November 2014
- Southwest Airlines – collaboration ceased in April 2015
- Alaska Airlines
- National Airlines
- SkyWest Airlines
- Frontier Airlines
- Sun Country Airlines
References
External links
- Official SkyMall website
- "'Where the Wings Have No Shame': Exploring the Culture of SkyMall", Slate.com, April 18, 2007
- "Collaboration Between SkyMall and GuestLogix to Create Onboard Retail Service", DFNIonline, February 21, 2008
- "Unique Items: Coffee, Tea, and Lawn Decorations" by Sarah Kershaw, April 29, 2009, New York Times