In 1986, Claudia Braunstein received a catalog featuring products she wanted to order. But when she was ready to place her order, the catalog was nowhere to be found. Her frustration increased when she could not find a phone number to order a replacement catalog. Over conversation one evening, ShopAtHome founders Marc and Claudia Braunstein decided there should be a service that would help consumers and catalog retailers connect with each other with minimal cost and effort. So the idea was born - the ShopAtHome Catalog of Catalogs.