September 27, 2010, 1:05 PM

Action Envelope changes its name to

The stationery retailer aims for what it calls a defining domain name.

Lead Photo

Action Envelope, an online stationery retailer, has changed its name to The company says the new name is a “defining domain name” that shows the company is focused on everything that involves envelopes and their use.

The company will retire its old web site,, over the next six to 12 months, a spokeswoman says.  The company says the new site offers hundreds of new products, including new paper styles, colors and sizes, along with a new digital calligraphy service.

“In today’s world of instant electronic communication, there’s a perception that the personal touch and the use of paper and printing, and even handwriting, is becoming obsolete,” says Seth Newman, president of “Whether it’s used for a personal note, a wedding or event invitation, a business letter, an invoice or a thank-you note, the envelope is still on the front line of meaningful communiqué.”

The new site went live on Sept. 8, the spokeswoman says. The company bought the domain name from a direct marketing firm based in Florida, but the spokeswoman would not disclose the price. "It took six years of negotiation to acquire the name with constant contact, meetings and phone calls," she says.

Both sites feature similar top-bar navigation, but the new site has product tabs for envelopes, notecards, paper and cardstock directly below the site’s top image. The new site also features a vertical “shop by color” feature. The old site had a horizontal feature.

Action Envelope, No. 454 in the Internet Retailer Top 500 Guide, began business in 1971. The company says it has revenues of $12 million a year.

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