BRAVO FOR ENCORE

Sep 01, 1999 9:30 PM  By

In September, multititle mailer Hanover Direct plans to roll out Encore, an apparently successful catalog it tested earlier this year. Encore sells products from several Hanover titles, including apparel from plus-size catalog Silhouettes, home goods from Domestications, and luxury gifts from Gump’s By Mail. “We were very surprised at the success of this book,” admits Hanover president/CEO Rakesh Kaul. With the title, “Hanover is able to bring in new, fresh names without cannibalizing traditional prospecting tools. Encore has generated top-line growth via new customers.”