Tiburon File Still Performs Well Through Catalog-Leased Operators
"The catalog has produced some really remarkable results," said Geoff Batrouney, executive vice president at Estee Marketing. "We receive list orders on the file that make it look like an ongoing mailing business rather than a catalog that's no longer mailing."
A mailer that has had past success with the Tiburon file should consider purchasing the list for unlimited, nonexclusive usage, Batrouney said.
An ideal candidate to buy the list is a mailer that has been using the file repeatedly and has a firm sense of yield from the list across three or four different seasons, he said.
Apparently, several mailers may fit that profile, and there have already been several expressions of interest. Tiburon Catalog's American-made, natural fiber, women's apparel buyers are a big hit with other apparel mailers, Batrouney said.
The Tiburon list has 54 continuation users, including well-known mailers such as Banana Republic, Bloomingdale's by Mail, Boston Proper, Coldwater Creek, J. Crew, J. Jill, Nordstrom and Sundance.
During Tiburon's four-year existence, the file grew considerably. The average order size rose steadily from $90 to $100 to $110 before reaching $130 for the first quarter of 2000. The total buyer count through March is 54,000.
Rentals and owed exchanges on the file are being processed as usual at Estee Marketing. The list will remain on the market and will be updated and cleaned twice yearly until it is no longer viable, Batrouney said.
Estee Marketing also is acting as matchmaker between prospective buyers of the file and the list owner. Negotiations and details of the sale are to be worked out directly with the list owner.
"We are here to provide advice for interested parties," Batrouney said.
There is no set asking price, but he said that most lists sell for three to five times the base price.
The catalog ceased mailing in early 2000, and the last order was taken in March. It ceased operations completely in April.
"Companies enter and exit the catalog field for a variety of reasons," Batrouney said. "In this case, it was a decision made based on the scale of the business and the capital requirements of the business in order to grow. The choice was grow or close, and they closed."