Boo.com Launches First Catalog With 50,000 on Mailing List

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Boo.com Group Ltd., London, dropped its first catalog this month.


The catalog offers 33 products and will be mailed through mid-May. The e-tailer of sportswear and clothing will send it to 50,000 people, including online customers; people who have expressed interest in Boo.com, either through the Web site or its customer service number; and vendors and suppliers.


The company did not rent consumer lists for the U.S. mailing, according to Rob Talbot, director of marketing at Boo.Com. He did not know if the company rented lists abroad. The catalog will be mailed in 15 countries.


The strategy behind the catalog's launch is two-pronged, Talbot said. The e-tailer wants to see if it will affect its brand, online and offline. Boo.com also hopes the catalog will increase sales through its Web site.


"People look to us as a fashion authority, and this is sort of our nod to what we think will be on people's minds this spring and summer," Talbot said.


Boo.com hopes to produce a fall and holiday print catalog but wants to "analyze the success of this effort to see if we want to move ... forward," Talbot said.


The book was designed in-house with a freelance fashion photographer and was printed in Europe.
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