Fingerhut Direct Marketing Inc. announced today that it has changed its corporate name to Bluestem Brands Inc. to signify the company’s evolution from a catalog company to a multichannel retailer.
Bluestem Brands will operate under its two retail brands, Fingerhut and Gettington.com.
The corporate name change stems from the company’s September launch of Gettington.com, the company says. Gettington.com is a discount retail site that gives shoppers the option to pay over time.
The Eden Prairie, MN-based company adopted the name Bluestem, which is a Midwest prairie grass, to represent its energy and growth since its relaunch in 2002.
Fingerhut is No. 94 in the Internet Retailer Top 500 Guide (a PDF version of the company’s financial and operating profile can be ordered by clicking on its name).