DMer Benchmark Brands Inc. will launch a second catalog focusing on comfort shoes the first week of April, this one targeting baby-boomer women.
Benchmark, Atlanta, launched FootSmart in 1998 as an all-around direct-to-consumer source for lower-body healthcare products. The new brand, WalkSmart, will more specifically focus on comfort footwear that looks good. The premiere issue of a catalog will be mailed the first week of April to 750,000 names and a companion Web site, walksmart.com, will be launched at the same time.
“We really see a gap in the market for an offering of comfort footwear that has a style positioning targeted to baby boomers,” Benchmark president Alan Beychok recently told DM News.
The catalog will mail four times this year as Benchmark prepares to take it monthly next year.
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
