While some shop 'til they drop, SkyMall customers shop 'til they come to a complete stop. The company is the nation's #1 distributor of in-flight catalogs that feature about 2,000 products provided by big-name retailers, including Hammacher Schlemmer, Lillian Vernon, and The Wine Enthusiast. Formerly a subsidiary of Gemstar-TV Guide International, SkyMall catalogs are found in the seat pockets of about 88% of US flights, reaching about 650 million passengers annually. Its catalogs are also found in hotel rooms, airport lounges, and on some international flights. Founded in 1990, the firm also sells through skymall.com. Gemstar sold SkyMall to private equity firm Spire Capital Partners and ZelnickMedia in 2005.