Redcats Tests AVENUE Catalog

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Cataloger Redcats USA recently mailed a first test book under the AVENUE brand as part of an arrangement with the plus-size apparel chain's parent United Retail Group Inc., Redcats chairman/CEO Eric Faintreny told DM News.


"AVENUE is a successful retail chain, and they are progressing really well," Faintreny said, adding that the six-month deal with United Retail Group "is an exploration" of AVENUE's potential as a direct marketing vehicle.


The AVENUE brand is available in 500 AVENUE stores and via a Web site, avenue.com. It "is younger and slightly more upmarket than our titles," Faintreny said.


Redcats USA, New York, produces several catalogs in the plus-size category, including Roaman's, Jessica London and Lane Bryant.


The AVENUE test catalog went in the mail Feb. 18. The 84-page book features plus-size apparel produced by Redcats resources, so it is not the same merchandise that appears in AVENUE stores. Prices range from $6.99 to $109.99 per item, similar to the pricing strategy of Redcats' other plus-size catalogs, Faintreny said.


United Retail Group assumes no costs associated with the trial, and catalog sales will not be included in the company's reported sales. Based on the results of the trial, United may license Redcats to produce an AVENUE catalog going forward.


Chantal Todé covers catalog and retail news and BTB marketing for DM News and DM News.com. To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting www.dmnews.com/newsletters
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