April 9, 2008, 12:00 AM

Online sales rebound in 2007 for Mrs. Fields

Internet sales for multi-channel cookie retailer Mrs. Fields Famous Brands were up 5.4% for fiscal 2007. E-commerce sales improved over 2006 when the company reported an 11% decline in year-over-year web-related revenue.

Mark Brohan

Research Director

Internet sales for multi-channel cookie retailer Mrs. Fields Famous Brands LLC were $13.6 million for fiscal 2007, up 5.4%, or $700,000, from $12.9 million in the prior year. 2007 web revenue improved on the prior year when the company reported an 11% decline in sales compared with fiscal 2005.

Overall sales for Mrs. Fields, No. 371 in the Internet Retailer Top 500 Guide, were up only about 1.5% for fiscal 2007, from $96.6 million to $98.1 million. Total income was $4.7 million compared with a loss of $24.3 million the prior year.

The web accounted for about 14% of total sales in 2007. E-commerce accounted for about 44% of $31 million in revenue from the company’s gifts segment. Gifts sales were flat, rising only 1.1%, or $300,000, from $30.7 million in 2006.

Mrs. Fields is also reporting a rise in paid search engine revenue of $1.9 million and a $700,000 increase in national accounts partners’ sales. Those gains were offset by a decrease in revenue of $1.2 million from affiliate marketing due to a reduction in the number of affiliates from about 500 to 325, and a decline of $1.1 million in catalog-driven sales, attributed to reduced circulation.

Mrs. Fields also operates the yogurt retailer TCBY.

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