Though it’s operating one less catalog as part of its direct marketing program, Blair Corp. managed a slight increase in web sales in 2005. For the year, Blair, No. 79 in the Internet Retailer Top 400 Guide to Retail Web Sites, grew its web sales 3.6% to $95 million from $91.7 million in 2004.
Blair, which sells apparel to men and women in their late 50s, closed down its Crossing Pointe catalog in 2005 to concentrate on its other brands such as Blair and Irvine Park. “The increase in the e-commerce channel demand for 2005 was achieved despite the discontinued Crossing Pointe catalog, which generated $8.3 million less in online gross sales compared with 2004,” Blair says.
In 2005, the web accounted for 21% of total sales of $456.6 million compared with 18.4% on total sales of $496.1 million in 2004. Despite the fact that Blair is looking to realign certain parts of its business plan and reverse the loss in total sales, the company sees e-commerce as a bright spot. In the fourth quarter of 2005, the web generated sales of $27.2 million in sales, compared with $25.5 million for the fourth quarter of 2004, an increase of 6.6%. “We are pleased that our continuing efforts to expand internal product development and direct sourcing have played a significant role in the reduction of cost of goods sold,” says Blair president and CEO John Zawacki. “Blair is well placed to expand its position as the premier direct marketer to value-conscious consumers.”
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