PetSmart to integrate its direct division

Multichannel pets supplies marketer PetSmart has purchased the remaining 16.3% interest in its PetSmart.com subsidiary for $9.5 million and will integrate the division and its direct marketing business, PetSmart Direct, into its overall operations. The company expects less than 100 positions to be eliminated as a result of the integration.

PetSmart.com’s Pasadena, CA, operations, as well as the marketing, catalog development, human resources, and finance operations of PetSmart Direct, will be consolidated at corporate headquarters in Phoenix. PetSmart Direct’s Brockport, NY, facility will continue to handle fulfillment for the corporation’s print catalogs, which include State Line Tack, e-commerce sites and in-store State Line Tack departments, and will manage customer service for all direct marketing operations.

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