Hanover's Turiya Prepares to Move Into E-Commerce

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Upscale cataloger Turiya, a division of Hanover Direct Inc., Weehawken, NJ, is gearing up to relaunch its Web site by the end of the year to enable e-commerce. The site now offers viewers only a feel for the catalog. The site, www.turiya.com, will be designed inhouse.

The first test of Turiya's print catalog, which was designed by Shasho Jones Direct Inc., New York, mailed in September, with a remailing in November, said Farley Nachemin, vice president and general manager of Turiya, who declined to give its circulation. "Mailings for Turiya are at the test level at this point in time ... so the mailings are relatively modest."

The spring book dropped in late February in test quantities.

The linen cataloger is testing with inhouse lists of other Hanover brands and rental lists of customers who shop in a luxury linen book. Nachemin would not disclose which list broker is used by the company - which also owns Domestications and The Company Store catalogs.

"We weren't sure if there was a market at the high end, but we kind of felt that there would be [a market] at the higher end of The Company Store. We're still trying to figure out if there's going to be a market," said Dan Hatola, marketing manger at Turiya.

Hanover's strategy is to use Turiya as a prospecting tool outside of the home accessories marketplace. "We don't want to just skim off the top of The Company Store," Hatola said.

Turiya doesn't know of any direct competitors, which is both an attribute and a detriment because "there are not a lot of prospect lists," Hatola said.

Turiya offers customers complimentary shipping, 24-hour customer service, complimentary swatches and custom tailoring.
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