Robb & Stucky Goes Direct

Robb & Stucky Ltd., a 92-year-old furnishings and interior design company, has launched a catalog. The company mailed more than 1 million copies to customers and prospects in two drops in September and November.

The Fort Myers, FL-based firm also unveiled a new e-commence Website in October; it has had a marketing site for a few years. The Website and print catalog sell Robb & Stucky’s high-end furniture and accessories.

Why the push into direct sales?

“We wanted to offer our clients another alternative to interact with us and for us to interact with them,” says Jon Rubinstein, vice president of Robb & Stucky’s direct to customer division and patio division. “We analyzed our house file as the starting point for developing our mailing list,” he says.

Price points for sofas start at $1,999 and range up to $7,499; a four-poster beds sells for $4,499. The stores offer merchandise in a wider range of price points than the catalogs and Website. Robb & Stucky expects the catalog and the Website will give customers a preview of what’s available at retail and drive them into the stores for more, Rubinstein says.

The Website offers customers information on free design seminars, style events, and lectures held throughout Robb & Stucky’s retail locations in Arizona, Nevada, Texas, and Florida. And customers can browse the print catalogs online in addition to previewing the retail showrooms.

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