Boston Proper to Launch Travel Catalog

Following on the heels of last year’s launch of Boston Proper Sport, Boca Raton, FL-based women’s apparel mailer Boston Proper will mail 2.5 million copies of a 76-page travel apparel catalog in March, says president/CEO Michael Tiernan.

The company, which raked in $84.5 million in direct sales in 2003, will mail half of the catalogs to its house file.

According to Tiernan, Boston Proper is continuously looking for ways to expand the brand. An e-mail survey of customers “revealed a need for clothes when traveling,” Tiernan says. It was a similar e-mail survey that led to the Boston Proper Sport spin-off.

Boston Proper targets women ages 35-55 with a household income of at least $75,000. The core title sells fashion-forward clothing; Boston Proper Sport specializes in apparel for yoga, jogging, and other athletic endeavors.

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