Site Gives Catalogers Online Exposure is expected to launch Aug. 1 as a service hosting online versions of catalogs that either aren't e-commerce-enabled or, if they are, want added exposure.

The site has struck deals with nearly 275 catalogs to date, including Mrs. Beasley's, Fulton Street Gourmet, Paragon Gifts, Orvis, Paul Frederick Clothing, Duncraft, and Chiasso Furniture., the leader in the field, offers products for sale from 750 catalogers.

“What we'll do is act as an interface between the catalog merchants and the consumers,” said Phillip Berlin, CEO of Inc., Irvine, CA. “Consumers will have the ability to shop multiple catalogs … the more they use the site on every subsequent visit, the more it'll become personalized.”

MyOnlyCatalog hosts the site and will handle customer service queries that are not product-specific. The cataloger is responsible for updating the online content and fulfilling orders.

MyOnlyCatalog's sole source of revenue is the transaction fee it will levy catalogers for purchases made through the site.

Berlin said MyOnlyCatalog will use TV, radio, print and direct marketing to put the word out on the new service around launch time. He did not specify the budget. A current sweepstakes promotion on the site offers lucky visitors who yield their names, phone numbers and e-mail addresses a chance to win a $2,500 shopping spree when the site goes live.

The site will rent lists of its participating catalogers at a discount to tap their customers and drive traffic online.

“One of the benefits of participating with catalog merchants is they have some of the best lists in the world,” Berlin said.

Catalogers without a Web site will include the MyOnlyCatalog URL in their mail pieces and catalogs. This arrangement does not exist with catalogers that already have an e-commerce site.

The company is looking for $25 million to $30 million in a third round of funding.

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