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As stated on the AJ Prindle website:

AJ Prindle & Co was conceived and developed through the perseverance and passions of a team from Ford Unlimited.

The business, which was originally envisioned as an Internet venture, had expanded into a direct mail catalog and web store. In September the team began working with Time Inc. Custom Publishing on the development of our first catalog. In October, the company launched a test site, called theInnerChange, to prove the concept. The site showed that consumers would respond to a business built around automotive lifestyles.

Over the next six months, the team work feverously to develop a totally new retail business from the ground up. Almost everything had to be developed from scratch – the product line, branding, catalog, web site, PR, IT infrastructure, business processes, staffing, HR, business alliances, financial systems, fulfillment capabilities, call center, etc.

In late March 2001, the AJ Prindle & Co., LLC opened for business with a 52-page direct mail catalog and web store. In April 2001, our first month of business, we received 1002 orders and $63,338 in revenue. The rest is history.