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Article: Staying power: Calico Corners commits to Fabric by Mail book. (fabric store chain reports success with catalog)
- Article from:
- HFN The Weekly Newspaper for the Home Furnishing Network
- Article date:
- August 4, 1997
- Author:
CopyrightCOPYRIGHT 1997 MacFadden Communications Group LLC. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Calico Corners Fabric by Mail catalog is here to stay.
The catalog, which debuted at the beginning of last year, has gone beyond the testing stage and become an important part of Calico Corners' marketing strategy.
"We made money in February, March and April on the catalog," said Bert Kerstetter, chief executive of Calico Corners' parent company, Everfast Inc.
"I have the sense that in three to four years, it will have a very attractive return. But the key is it's a communication vehicle as it relates to the stores."
The catalog was launched with the dual purpose of reaching consumers where there weren't Calico stores and to increase traffic in ...