Magellan’s Women’s Edition to better serve its substantial portion of female customers, travel gear cataloger Magellan’s has launched a title especially for women. The Santa Barbara, CA-based company mailed Magellan’s Women’s Edition in February to 750,000 prospects and house file names.
“We have realized over the years that a majority of our buyers are women,” says marketing manager Jack Kotowski. “So we wanted to give them a greater variety of items to choose from.” Many of the items sold in the spin-off, such as the woman’s travel journal and luggage and strollers for children, are not available in the core book. Kotowski says that it is too early to determine the response rate, but the average order size is $70.
For now, Magellan’s plans to publish the women’s catalog only once a year. “We decided this was a good time to test ways in which to grow,” Kotowski says. N
Richardson Electronics industrial maintenance professionals have another catalog source for parts and components, thanks to the February launch from Lafox, IL-based industrial parts distributor Richardson Electronics. The debut catalog edition mailed to more than 20,000 names from the company’s house file, says David Ross, director of marketing communications.
The book sells electronic components, equipment, and assemblies for industrial, communications, medical, scientific, and security applications. “We launched the catalog to provide more personal service to our current customers and to target customers that we haven’t been able to reach through our conventional outside sales force,” Ross says.
The company is still analyzing results and won’t disclose the average order size or price range of products in the catalog. N
Refresh feeling good and looking great “is big business,” says Sharen Jester Turney, president/CEO of Dallas-based NM Direct. “And competition in the beauty and spa products field is going to get fierce.” To establish a foothold in the niche, the $284 million catalog division of high-end marketer Neiman Marcus launched Refresh, a catalog selling spa products, in October.
The catalog sells high-end skincare products from brands such as Keihl’s, Chanel, and Natura Bisse, as well as aromatherapy candles, brushes, manicure tools, and loose-fitting, spa-appropriate apparel. Turney says the catalog, which mailed to more than 1 million Neiman Marcus customers, has exceeded expectations, though she won’t disclose sales or response. N
Mxyplyzyk new York gifts and home decor retailer Mxyplyzyk has put its hard-to-spell name in print with the launch of a catalog. Often confused with Mr. Mxyzptlk, a villainous “Superman” comics character, the name Mxyplyzyk (pronounced “miz-eh-pliz-ik”) is something the company’s founders made up, says Terry Wendell, manager of catalog operations.
The catalog debuted in May with a mailing to 10,000 names from the Greenwich Village store’s house file. Prices for the merchandise, which ranges from rice paper lamps to shiny tricycles for toddlers, run from $16 to $325.
“One of the reasons we launched the catalog is because a portion of our customers-it could be as much as 30%-are from other parts of the country and visit the store when in New York,” Wendell notes. “They’ll also call us from home with orders. So our customer base is out there.” Mxyplyzyk also plans to launch an Internet catalog.