Marketsmith, Inc. - Press Release

Virginia Beach, Va. and Morristown, N.J.—When a corporate relocation and restructuring recently led Lillian Vernon to outsource several key marketing functions, Marketsmith Inc.'s noteworthy swiftness and renowned expertise in database and circulation management, persona marketing and branding made it the multichannel merchant's choice for the job.

"Marketsmith has the experience and skill to handle our work, and they are very good at managing a wide variety of marketing disciplines," said John Buleza, Vice President of Lillian Vernon Marketing.

The direct marketing provider began working with Lillian Vernon last summer when the catalog retailer announced that its corporate headquarters would move from White Plains, N.Y. to its distribution center in Virginia Beach, Va.

"Marketsmith performed very well," Buleza said. "They got up to speed quickly, gained a thorough understanding of our marketing operation and immediately recommended important changes to restore the Lillian Vernon brand. They even shared in the marketing strategy for the upcoming year."

The speed and thoroughness with which Marketsmith approached the challenging timetable won Buleza's appreciation.

"It's impressive to think that, in just three months, Marketsmith absorbed an understanding of the current circulation strategy, vendor structure and performance, system integration, forecasting and analysis," he said. "In addition, they oversaw a marketing database build with a new vendor, which is outstanding."

An established leader in the design and management of comprehensive marketing plans, Marketsmith's depth of knowledge provides a secure base for quick and decisive action.

"Our mission is to bring clarity, discipline and consolidation to multiple data points," explained Monica Smith, Marketsmith President and CEO. "We pride ourselves on the ease with which we can integrate with any organization. Our responsiveness and flexibility allow us to be up and running within 24 hours, and we are experts at handling an entire direct multichannel marketing program or any piece of it. We are always able to 'make the jump' when needed, bringing the depth and breadth of our experience to any operation."

Though Marketsmith's adherence to a demanding schedule pleased Buleza, he also praises the provider's broad-spectrum knowledge and teamwork, which he believes will be of great benefit to Lillian Vernon's future marketing efforts.

"Marketsmith offers us more than we might expect from an internal department—they have an impressive ability to see the 'big picture,' which provides us a distinct advantage," he said. "At the same time, Lillian Vernon's leadership team has developed a strong working relationship with Marketsmith, from setting marketing strategy to handling tactical tasks such as coordinating print production and versioning."

Smith concurs with Buleza's assessment.

"Marketsmith's commitment to disciplined analysis allows us to identify and explore growth opportunities in a multichannel context," she said. "Our analysis looks at current performance across all channels and identifies gaps, synergies and specific strategies to capitalize on, which moves Lillian Vernon into world class multichannel marketing."

The relocation of Lillian Vernon's corporate headquarters has proved the supreme litmus test of Marketsmith's business acumen and reputation for dispatch.

"They are experts in the business," Buleza said. "Marketsmith has taken on the challenge of correctly performing much of Lillian Vernon's catalog marketing work, staffing appropriately for the job and providing the keen insight we need to rebuild our brand."

About Marketsmith, Inc.
Marketsmith, Inc. is a leading provider of on and offline direct marketing, customer insight, persona and branding expertise to catalogers, retail, investment, business-to-business, manufacturers, nonprofit and other multichannel marketers.

About Lillian Vernon Corporation
Lillian Vernon Corporation is a leading American catalog merchant and online retailer that sells household, organizational, children's and fashion accessory products. A pioneer in customized merchandise, Lillian Vernon offers 14 different kinds of personalization and personalizes 5.3 million products a year. With one of the largest personalization departments in America, Lillian Vernon offers a wide variety of products that allow customers to make a personal statement at a low cost. In business since 1951, the company publishes two catalog titles: Lillian Vernon and Lilly's Kids. Lillian Vernon's corporate headquarters and distribution center are located in Virginia Beach, Virginia. Lillian Vernon has been owned by Sun Capital Partners, Inc. since 2006.

About Sun Capital Partners, Inc.
Sun Capital Partners, Inc. is a leading private investment firm focused on leveraged buyouts, equity, debt, and other investments in market-leading companies that can benefit from its in-house operating professionals and experience. Sun Capital affiliates have invested in and managed more than 140 companies worldwide with combined sales in excess of $33.0 billion since Sun Capital's inception in 1995. Sun Capital has offices in Boca Raton, Los Angeles, and New York, and affiliates with offices in London, Tokyo, and Shenzhen, China.