Based Fashion Retailer drops 60,000 Books in Canada

Share this content:
CHICAGO - Oilily, an upmarket Dutch apparel retailer and cataloger with 30 stores in the US, dropped 60,000 books in Canada six weeks ago with a "not all that favorable" response rate.

Still, Kristin Black, the DM manager for the stores, will do a second test in the fall and then decide whether to do a rollout or not. She said that a full assessment and analysis of the first test would not be completed until later this month.

Oilily, which has 26 stores in Europe, came to the US ten years ago to build a retail network. Two years ago it launched a US catalog designed to drive store traffic and last fall the firm started mailing a US catalog, which is doing "very well although not meeting our plan."

The company started the Canadian test with a small house file it had built from one store in Canada which is now closed, and then began renting lists from Millard and Mokrynski.

"We basically did the consulting work to help them break into Canada," Mokrynski's Michael Rothschild said. "We helped with service bureaus, suppliers and generally putting them on the right track."

In recommending lists, Rothschild explained that "we have found that when people go into Canada we have to look at lists that are not Canada based. Out of country catalog lists very often give a better response rate."

Oilivy sells children's and women's apparel, both aimed at the high end of the market, Black said. Children's dresses cost an average $98 with ages ranging from two to 11. Women's dresses sell for an average $198.

Product is imported from Europe to a warehouse in Connecticut which delivers to the chain's stores. Canadian customers can call in orders to the stores closest to their homes - most often Minneapolis, Seattle, Vail and White Plains.

Catalog photographs and layouts are produced in the Netherlands with English language copy written by free-lancers in Chicago, where Oilily's US operations are headquartered.

The company has stores in toney locations like Beverly Hills, on Michigan Avenue in Chicago and on Madison Avenue in New York.

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above