What is a general merchant? For our purposes, it’s a marketer selling a mix of apparel, home goods and accessories.
In many cases, the companies below have multiple brands or catalog titles. Sears, for instance, owns apparel/home goods mailer Lands’ End.
HNSi includes such varied catalog brands as Garnet Hill, The Territory Ahead and Frontgate, among others. And Orchard Brands is parent to 20 unique brands, including Blair, Eddie Bauer, Haband and Norm Thompson.
The smallest player on the list (and hardly small at $250 million) is Sierra Trading Post, which sells discounted apparel, sporting gear and home items.
1. Sears Holdings Corp: $3,107.0*
2. HSNi: $1,500.0*
3. J.C. Penney Co: $1,500.0*
4. L.L. Bean: $1,440.0*
5. Redcats USA: $1,250.0
6. Orchard Brands: $1,100.0*
7. Colony Brands: $612.0
8. Bluestem Brands: $435.0*
9. LTD Commodities: $420.0*
10. Sierra Trading Post: $250.0
(Direct sales in millions)