Based on a much higher than expected response to its Christmas 2004 and Mother’s Day 2005 catalogs, Shelburne, VT-based PajamaGram, part of Vermont Teddy Bear, is sending six times as many catalogs this Christmas as it did last holiday season, both to customers and prospects.
PajamaGram, which sells more than 100 styles of pajamas, robes, slippers and spa products, plans to increase holiday circulation to roughly 3.5 million this year. Prospects will account for about 74% of the circulation, says vice president of marketing Irene Steiner. Names were modeled from its parent company’s Calyx & Corolla and Vermont Teddy Bear house files as well as from rented gift and apparel lists and co-op databases.
PajamaGram has been profitable since its spring 2002 launch, Steiner says. “Our sales have doubled each year since 2002, and we hope to have our catalog channel help us continue on a similar growth path for our fiscal year 2006 and beyond.”