Hanover Launches Company Kid's Catalog

Share this content:
Eighty-nine year old cataloger The Company Store, La Crosse, WI, may seem a little old to be thinking about kids, but the merchant said yesterday it mailed its first catalog targeted to infants, children, and teens, dubbed Company Kids, last week.

"We've been in the youth, infant, and juvenile markets for many, many years in our core product categories with down comforters and crib accessories and bedding, and over time we've continued to expand around that offering," said Jeff Potts, president of The Company Store, a division of Hanover Brands, Inc., Hanover Direct's business-to-consumer subsidiary.

While this is the multi-titled cataloger's first separate catalog for children, the company is no stranger to product offerings for kids. The marketer tested with less than 100 products in The Company Store's catalog last fall and Hanover has also tested kids' merchandise in its Domestications catalog.

Company Kids was mailed to a cross-section of Company Store and Hanover Direct customers, as well as external lists, according to Potts who declined to say how many catalogs were mailed. ALC of New York and List Advisor, Inc., Farmingdale, NY are the list brokers for both The Company Store and Company Kids. Quad/Graphics, Inc., Pewaukee, WI handles printing for the Kid's book.

The 64-page catalog, the 14th Hanover Brands title, is designed in-house, and with freelancers.

Pottery Barn Kids catalog will be a likely competitor for Hanover's new endeavor, but "they're more hard goods [furniture] focused, and we're more soft goods [linens] focused," said Potts, adding that more catalogers are expanding their apparel offerings for kids.

Meanwhile, an e-commerce site for Company Kids will be launched later this month, and www.companystore.com features Company Kid's products; however, consumers can only request a Pottery Barn Kids catalog on Pottery Barn's site, not order products for children from it. Pottery Barn launched its Kids catalog in January 1999.

Hanover plans to mail the spring catalog once more, and will begin production this month on a catalog it plans to mail towards the end of the summer. The cataloger also plans to produce a holiday book.

Next Article in Multichannel Marketing

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

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