California Style Sold

CATALOG AGE has learned that women’s apparel cataloger Monterey Bay Catalog Co. sold California Style to SBL, a Chinese importing company in July. Terms of the deal were not disclosed. Monterey Bay president Ann Hjemboe says the company will continue to provide fulfillment and mailing services for Carlsbad, CA-based California Style and will continue to mail the Monterey Bay catalog.

According to SRDS, California Style targets females ages 35-55, who spend an average of $165 an order on women’s clothing and accessories. As of August, California Style’s list, managed by Hackensack, NJ-based Mokrynski & Associates, had 209,301 24-month mail order buyers.

In August, Monterey Bay’s parent company, Graham Webb International, a $78 million haircare products marketer, was purchased by Wella AG, a German hair care and cosmetics group.