BRAVO FOR ENCORE

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.”

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