Most shopping catalogs seem to be aimed at our moms, but Google Catalogs has signed up some younger retailers whose products can be browsed easily in the app, such as Urban Outfitters, Sephora, Macy's, Nordstrom, Williams-Sonoma and Pottery Barn.
Ok, maybe Pottery Barn is for moms too. And maybe all of them are aimed at women. But the app seems like a smart way to browse for items of interest, whether it be a specific search (such as a red jacket), or just by category.
Perhaps the most interesting part of this launch is that it's not the first time Google's actually launched something under the Catalogs brand. From 2002 to 2009, Google had a service that made print catalogs digital and searchable, but that was closed down two years ago, presumably to make way for this more future-friendly app. An app which will be earning Google a nice bit of pocket-money, as users can buy items right through the app. After watching videos about it, or making collages for their blogs.
Update: Google's told me that they don't actually make any money off your transactions, which are actually done on the retailer's own site, not through the app.