Brave New Catalogers: Cross Catalog–the Write Stuff
May 1, 2007 12:00 PM
By Mark Del Franco
“Anybody with a penchant for fine pens knows A.T. Cross. What some writing enthusiasts may not know is that the 161-year-old brand has a catalog. The Lincoln, RI-based pen maker dropped 350,000 copies of its first catalog in November 2005 to customers whose names were culled from warranty cards and Cross’s two Boston-area stores and to rented names.
The catalog is not the $139.3 million company’s first foray into direct marketing; Cross has had a Website since 1999. Its direct-to-consumer sales grew about 30% last year, compared with 2% growth within its other divisions. Besides its direct business, Cross has wholesale relationships with about 50 retailers including OfficeMax, Staples, and Office Depot, and has marketing subsidiaries and stores in Canada, Europe, and Asia…”
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