Sure Fit plans to reach out to Hispanic market

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Slipcover marketer Sure Fit Inc. is courting the Hispanic market with plans for a Spanish-language catalog and the recent launch of a Spanish-language Web site, www.surefit.com/es.

“We are enthusiastically committed to our Hispanic customers,” said Laura Hilburt, director of direct marketing at Sure Fit, in a statement.

Aside from the difference in language, the company did not indicate any plans to have change creative, offers or product lines based on language preference.

The new Sure Fit Hispanic Web site features an online catalog, shopping cart, measuring guide, a video about products and promotional offers, all in Spanish. The Allentown, PA-based company has also hired and trained bilingual customer service representatives for its call center so Hispanic shoppers can get customer support in either language. A link to the English site is available for bilingual customers.

The multichannel retailer sells its products through partnerships with Bed Bath & Beyond, JCPenney and Linens N Things. In addition to its slipcovers for chairs, loveseats and sofas, the company also sells pillows and rugs.

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