The retailer says web sales grew about 30% during the period, while total sales were lower than projected.
The lingerie and undergarment retailer has launched a niche catalog designed to highlight a smaller slice of its products than are found on its two web sites. The catalog will focus on body-shaping undergarments such as camisoles and bodysuits.
Lingerie and undergarment retailer Bare Necessities has launched a niche catalog designed to highlight smaller slice of products than are found on its two web sites. The new catalog, titled “Shapewear,” will focus on body-shaping undergarments such as camisoles and bodysuits.
“Our web site offers over 3,700 styles, so niche catalogs allow us to highlight subsets of our assortment in a medium that`s more suitable for casual browsing” says Dan Sackrowitz, vice president of marketing and business development at Bare Necessities. “We already have the direct-to-consumer infrastructure and customer service to support our web site, BareNecessities.com, and an in-house list of more than a million customers, so offering a print catalog is the next logical extension for our brand.”
Bare Necessities, No. 207 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) printed and mailed 300,000 copies of its first, 32-page catalog in May 2008. The new Shapewear catalog is 16 pages and also will have a print circulation of 300,000.
The Shapewear catalog caps a busy year for the company, which launched a new site, Lingerie.com, this past summer. The new site offers sexy undergarments for women, while the main site targets men and women with undergarments, socks and slippers. The company plans to continue to distribute niche catalogs in 2010, Sackrowitz says.