Sure Fit Uncovers New Product Lines

Recipients of the latest Sure Fit Slipcovers catalog will find more than new coverings for old furniture. The New York-based manufacturer/marketer’s Special Decorating Edition introduces bedding and window treatments to match Sure Fit’s best-selling slipcovers.

Sure Fit mailed 3 million copies of the 44-page catalog on Sept. 2, primarily to customers and requesters, says Marisa Thalberg, senior vice president of marketing and new business development. The special edition focuses on several of the company’s most popular fabrics, including denim, chenille, suede, and corduroy. All of these fabric choices are now available in matching bedding and window treatments. Price points range from $69 to $159 for slipcovers, $99 to $139 for bedding, and $39 to $49 for window treatments.

Along with unveiling its window and bedding collections, Sure Fit has revamped its catalog creative as part of an overall strategy focusing on selling customers not just a slipcover but a new look for rooms. “This is the first real statement that we’re more than just a slipcover company — that we’re a decorating company,” says Thalberg. Catalogs will now display spreads of rooms showcasing each of the three product lines the company sells. Each catalog will also include tips on how to achieve the featured looks.

Though the new merchandise categories featured in the special edition will become permanent fixtures of the catalog, Sure Fit hasn’t forgotten the foundation of its business, says Thalberg: “We think the main hook is still our slipcovers.” But while the catalog’s product line is larger, its name is now a little shorter: Sure Fit Slipcovers has dropped the “by Mail” from the book’s title. The company wanted to reinforce its brand name, Thalberg says, and since customers can order online as well as through the mail, Sure Fit Slipcovers by Mail had become “a dated and less-relevant name.”

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Sure Fit Uncovers New Product Lines

When the Sure Fit Slipcovers catalog arrives in mailboxes early next month, recipients will find more than new coverings for played furniture. The New York-based manufacturer/marketer’s Special Decorating Edition will include bedding and window treatments to match Sure Fit’s best selling slipcovers.

Sure Fit will mail 3 million copies of the 44-page catalog on Sept. 2, primarily to customers and requesters, says senior vice president of marketing and new business development Marisa Thalberg, with a small, undisclosed percentage going to prospects. The special edition will focus on several of the company’s best selling core fabrics, including denim, chenille, suede, and corduroy. All of these fabric choices will also be available in matching bedding and window treatments. Average price points range from $69-$159 for slipcovers, $99-$139 for bedding, and $39-$49 for window treatments.

Along with unveiling its window and bedding collections, Sure Fit has revamped its catalog creative as part of an overall strategy focusing on selling customers not just a slipcover, but a new look for rooms. “This is the first real statement that we’re more than just a slipcover company—that we’re a decorating company,” says Thalberg. Catalogs will now feature two-page spreads of rooms showcasing each of the three product lines the company sells. Each catalog will also include tips on how to get the look displayed in the various spreads.

Though the new merchandise categories featured in the special edition will become permanent fixtures of the catalog, Sure Fit hasn’t forgotten the foundation of its business, says Thalberg. “We think the main hook is still our slipcovers.” But while the catalog’s product line is larger, its name is now a little shorter: As of 2003 mailings, Sure Fit Slipcovers has dropped the “By Mail” from the book’s title. The company wanted to reinforce its brand name, Thalberg says, and since customers can order online as well as through the mail, Sure Fit Slipcovers By Mail had become “a dated and less-relevant name.”

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