Sitting pretty

Article Abstract:

Edgar B is a Clemmons, North Carolina-based mail order business offering high quality lines of furniture through its catalog. Edgar B, owned by J. Edgar Broyhill, II, has a list of about 100,000 customers and annual sales in 1985 were $15 million. One reason for the company's growth is the variety of merchandise offered, and the fact that nearly one-third of all furniture retailers discontinued operations between 1979 and 1985, leaving some areas of the country without furniture outlets. Broyhill is able to keep his costs down by not paying the high rents and mortgages for retail store space and by not financing customers.

Catalog and mail-order houses, Furniture stores, Management, Innovations, Mail-order industry, Mail order business, Furniture industry, North Carolina, Broyhill, J. Edgar, II, Edgar B Furniture Plantation

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The power behind Lillian Vernon

Article Abstract:

Lillian Vernon Corp. was founded by Lillian Katz thirty-five years ago in Mount Vernon, New York. Today, the catalog mechandiser has a $100 million in gross catalog sales and hopes to make as much as $150 million by 1990. Threatened by retailers entering the catalog business, Lillian Vernon has opened its own retail outlet (which sells discontinued catalog items at discounted prices). Lillian Vernon is also divesting itself of its specialty catalog operations and its business-to-business catalog operations.

Direct marketing, Growth, Lillian Vernon Corp.

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Scoring big with the NBA

Article Abstract:

In 1982 the National Basketball Association decided to either attract more fans or reduce the number of NBA teams. David J. Stern, who is with the NBA, and two marketing experts put together a successful plan which, in 1985, helped fifteen NBA teams turn a profit. The solution was direct mail catalogs, making available to fans their favorite team's uniforms and other team-related and NBA-related merchandise. In addition, television commercial time has been used to promote the catalogs.

Sporting and athletic goods, not elsewhere classified, Men's and boys' clothing, not elsewhere classified, Publishing industry, Professional basketball, National Basketball Association, Basketball (Professional)

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