Bare Necessities Launches Catalog

Online intimate apparel merchant Bare Necessities has launched its first-ever print catalog, with an at-home date of May 14.

The 10-year-old retailer will be mailing the majority of its initial book to its house file, which includes about 1 million names, says Dan Sackrowitz, vice president of marketing and business development at Bare Necessities.

“The print catalog will enable us to develop and maintain relationships with customers in new ways,” Sackrowitz says. San Francisco-based direct marketing firm Haggin Marketing provided the creative, strategic, and analytic strategies for the Bare Necessities launch.

Avenel, NJ-based Bare Necessities has done occasional package insert or postcard mailing in the past, says Sackrowitz. The company is planning on four catalog drops this year. It will plan 2009 based on the response it gets from those four books.

The company sells men’s underwear and women’s lingerie brands such as Calvin Klein, Chantelle, Hugo Boss, La Perla, Nike, Spanx, Wacoal, and Wolford. Its target customer is women age 30 and older; it has an average sale of $90, according to Sackrowitz.

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