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.