Changes Continue at Caswell-Massey

Since quietly being acquired by Pompano, FL-based BFMA Holdings in July, manufacturer/marketer Caswell-Massey has launched a spin-off catalog and installed a new president.

A wholesaler/cataloger/retailer of toiletries, Edison, NJ-based Caswell- Massey fits in well with other BFMA holdings, such as Marietta Corp., which supplies amenities to the lodging industry. Shortly after the acquisition, BFMA chief executive Barry Florescue brought in catalog veteran Wayne Garten, formerly of MicroWarehouse and Popular Club Plan, to consult. Garten was installed as president in January.

Also new at Caswell-Massey is its 36-page spin-off selling shaving accessories and toiletries exclusively for men. The company launched the book in response to research showing that the personal care products industry, especially products for men, is poised for growth.

The debut edition mailed to 300,000 customers and prospects in October. The results, Garten says, “exceeded expectations.” A second book mailed in January. Caswell-Massey expects to mail more than 1 milllion of the catalogs this year in four drops.

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