Retailer Returns to Catalogs After 2-Year Hiatus

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Harold's Stores Inc., Dallas, a chain of upscale specialty apparel stores, said last week that it had returned to direct marketing with the Aug. 25 drop of its first catalog since March 2001.


The company stopped doing direct business in 2001 to focus on its retail stores.


Harold's has spent the past few months working through the operations side of the business, retraining call center staff and setting up its fulfillment operations in the Norman, OK-based distribution center.


About 60,000 books were sent to the mail-order buyer segment from the company's historical database. The toll-free number and order form were also included in all other copies sent to the company's retail file.


Initial response has been "ahead of plan and very encouraging," the company said.


Harold's Stores operates 39 full-line upscale specialty stores and three outlets in 19 states. Its Houston locations are known as Harold Powell.


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