Bloomingdale's Web, Catalog Operations Integrated

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Federated Department Stores Inc. plans to integrate the fulfillment operations and merchandise offerings of its bloomingdales.com and Bloomingdale's By Mail businesses.


The company also has formed Bloomingdale's Direct as the umbrella division to manage the integrated businesses and has named former Lands' End vice president Franz Weiglein as its president.


Implementation of the integrated business is expected to be complete by the fall. The catalog and e-commerce site restructuring will occur incrementally throughout the year. Merchandising and planning functions will be consolidated in New York for both catalog and e-commerce operations.


Federated Direct, Cincinnati, similarly restructured macys.com and Macy's By Mail.


Jeffrey Sherman, chairman of Federated Direct, said the restructuring of the Bloomingdale's catalog and e-commerce operations reduces redundancies, streamlines operations and creates a more efficient organization.


"Federated is focused on growing its direct business, increasing profitability and reflecting a seamless brand and merchandise selection, whether it be in-store, online or by mail," Sherman said in a statement. "As more customers turn to the Web for access to Bloomingdale's, this integration ensures that their transactions will be fully compatible and effectively managed across all channels."


Weiglein joins Federated after 10 years at Lands' End Inc., Dodgeville, WI. He was vice president/general merchandise manager of Lands' End's men's division.


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