BrylaneHome Launches Plus Size Living Print Catalog

Sep 23, 2010 11:12 PM  By

BrylaneHome, a home and lifestyles brand in the portfolio of Redcats’ division, has dropped its first Plus Size Living catalog.The 72-page print catalog, scheduled to hit homes this week, will offer products designed to add comfort and convenience to the overall lifestyle of the plus-size customer.

The Plus Size Living Collection originally launched online in early 2009. The line, which includes indoor and outdoor furniture with extra-wide seating, along with oversize bed, bath, kitchen, and healthy living items, was inspired by the merchant’s plus-size customers’ requests for everyday products that make life easier and more comfortable

“Our dominance in the direct to-consumer plus size market for women’s and men’s apparel enables us to market this new offer to our existing customer base,” says Kevin McGrain, senior vice president and general brand manager for BrylaneHome. McGrain says no specific plans area in place for the print catalog until BrylaneHome can evaluate results from this launch.

Why was there a nearly two-year gap between the online and print launches?

“Print inserts have been circulated in our women’s and men’s catalogs since the launch in May 2009,” McGrain explains. “This is just the first full-size catalog where an expanded assortment was presented, and is simply a test to judge our customers reaction and response.”

BrylaneHome isn’t the first cataloger to address this market, however. Men’s apparel merchant Casual Male XL in May 2007 launched LivingXL,a catalog of nonapparel products for obese men and women.