The Mark Group Changes Name to Boston Proper Feb 13, 2004 12:00 PM
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Having sold secondary catalogs titles Mark, Fore & Strike and
Charles Keath last year, Boca Raton, FL-based Mark Group changed its
name to Boston Proper—to reflect its lone remaining title.
“Our objective is to build Boston Proper into a premier
national brand in the next few years”, said CEO Michael Tiernan
in a statement. “In addition to accelerating the growth of the
Boston Proper catalog and our Boston Proper Internet channel, we
believe that there is a big opportunity to develop a Boston Proper
retail store concept.”
In 2004, Boston Proper will mail 31 million catalogs. Web sales
account for about 31% of sales. Boston Proper customers are affluent,
active females between ages 25 and 55.
The name change is similar to what women’s apparel cataloger
J. Jill Group did in 1999 after folding its secondary title Nicole
Summers, then dropping its former corporate moniker, DM Management.
