Coldwater Expands, Retools Operations

Share this content:
Specialty direct mail retailer Coldwater Creek, Sandpoint, ID, is gearing up for the August opening of a distribution operation and customer call center in Parkersburg, WV, and is set to drop its latest catalog Coldwater Creek Home, which will drop in the fall to 1.6 million households.


According to David Gunter, director of corporate communications, the company has long been positioning itself for added growth.


"For our new operations center, we looked at about fifty possible sites in five different states before we finally decided on a location," he said. "What we were looking for was the best proximity to our major markets. We settled on Parkersburg because in excess of 70 percent of our customers live in the east."


The new location will put the catalog company within one day's shipping distance of all its east coast customers, Gunter said. "We'll have about 450 staff in the new warehouse, but we'll almost immediately begin ramping up for the holiday. And by Aug. 31, we expect to have merchandise items from all the catalogs available online through our e-commerce system." He said the company anticipates having about 1,000 employees in its warehouse during the peak holiday buying season.


Coldwater Creek recently sold its Milepost Four catalog which featured men's apparel and accessories. It also has discontinued its lesser know Bed & Bath catalog, replacing it with the new 68-page Coldwater Creek Home book, which will include everything from $15 personalized stationary to $2500 leather sofas. The company's Spirit of the West catalog is currently mailed to 2.3 million households. It's Northcountry book goes to about 10 million.


To keep up with demand for orders while preparing to transition the company to its new distribution center in Parkersburg, it has been operating an interim operations center in Mineral Wells, WV.


"The savings we'll see in Parkersburg on all our shipping costs should be very substantial," Gunter said. "And being that close to customers will save us a lot of money and improve our customer service."
close

Next Article in Multichannel Marketing

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