Playboy Gears Up New Catalog

Men definitely won’t be looking at Playboy’s newest publication, Gear Up, for the articles. Rather, they’ll be perusing it for its gadgets and gizmos. Launched in May, Gear Up created to complement the existing Playboy Store catalog. “We were looking for way to grow the e-commerce business aside from what we normally do and it became a natural extension,” says Phil Jacus, director of marketing and e-commerce for Chicago-based Gear Up and

The 32-page Gear Up catalog mailed to 500,000 names. Between 95%-99% of them were prospects. Jacus won’t release specific sales information, but he says he is “comfortable with where [Gear Up] landed.” The catalog’s average order size was $86, with 2.5 items per order. Products range from a Playboy 2-Deck Card Set for $8.95 to a $1,195.95 RoboMower automatic lawn mower.

Playboy launched the catalog during the first half of the year to create a following for it during the upcoming holiday season. “We knew from a prospecting point of view that there’s a lot of competitive catalogs out there,” such as Sharper Image and Brookstone. “By launching in spring we could build up our house file and can exchange it in the fall and get files that we wouldn’t otherwise be able to get.”

Partner Content

Hincapie Sportswear Finds Omnichannel Success in the Cloud - Netsuite
For more and more companies, a cloud-based unified data solution is the way to make this happen. Custom cycling apparel maker Hincapie Sportswear has leveraged this capability to gain greater visibility into revenue streams, turning opportunities into sales more quickly while gaining overall operating efficiency. Download this ecommerce special report from Multichannel Merchant to more.
The Gift of Wow: Preparing your store for the holiday season - Netsuite
Being prepared for the holiday rush used to mean stocking shelves and making sure your associates were ready for the long hours. But the digital revolution has changed everything, most importantly, customer expectations. Retailers with a physical store presence should be asking themselves—what am I doing to wow the customer?
3 Critical Components to Achieving the Perfect Order - NetSuite
Explore the 3 critical components to delivering the perfect order.
Streamlining Unified Commerce Complexity - NetSuite
Explore how consolidating multiple systems through a cloud-based commerce platform provides a seamless experience for both you, and your customer.