As We Change Closes

Women First HealthCare, the parent of San Diego-based cataloger As We Change, folded the title in late March.

Julie Martin, Dale Steele, and Nancy Casey had launched As We Change in October 1996 as a catalog specializing in health and wellness products and gifts for menopausal women. Women First HealthCare, a pharmaceutical firm, bought the catalog in 1998.

On its data card, As We Change lists 55,598 12-month mail order buyers. The average order was $85.

The closure is one move Women First is taking in an attempt to improve its financial situation. The company hired Miller Buckfire Lewis Ying & Co. to explore strategic alternatives, which could include filing for bankruptcy protection or an outright sale. In a report published by Reuters, Women First said that at the end of February it had $2.7 million in cash and cash equivalents, a working capital deficit of $58 million, and long-term debt classified as current liabilities of $39.1 million.

As We Change could not be reached for comment.

Partner Content

3 Critical Components to Achieving the Perfect Order - NetSuite
Explore the 3 critical components to delivering the perfect order.
Streamlining Unified Commerce Complexity - NetSuite
Explore how consolidating multiple systems through a cloud-based commerce platform provides a seamless experience for both you, and your customer.
Build the Foundation for Great Customer Experiences - NetSuite
Understand how consistent, timely, relevant and personalized experiences are enabled by having the right technology foundation in place.
Strategies for Maximizing Mobile Point-of-Sale Technology - NetSuite
Learn the top five innovative ways to utilize your mobile POS technology to drive customer engagement, increase sales and elevate your brand.