Hanover Direct Suspends Turiya Catalog

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Hanover Direct Inc., Weehawken, NJ, has suspended circulation of its upscale bedding and linen catalog, Turiya, more than a year after it was launched. The announcement came a week after the Fall 2000 edition was mailed. Paula Zwerdling, spokeswoman at Hanover, said that while the catalog will no longer circulate, the Turiya brand will be integrated into other gifts and décor titles owned by Hanover that could include Gump's By Mail and The Company Store. "There are more operating efficiencies if they do it the other way," Zwerdling said. The reposition of the Turiya brand is expected to reduce customer acquisition and marketing expenses as well as organizational costs. Hanover launched Turiya in September 1999. The catalog featured private and designer labels, including Ralph Lauren White Label and Kelly Hoppen. Bedding and linen prices ranged from $100 to $5,000.
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