A place for everything: Lillian Vernon aims to become the category killer of catalogs.
HFN: The Weekly Newspaper for the Home Furnishing Network, November, 1997 by Kehoe, Ann-Margaret
NEW YORK -- Lillian Vernon aims to be more than a one-hit wonder.
The cataloger, with $240 million in sales in 1996, is moving beyond its image as an item merchant seeking to become the category killer of catalogs.
"We cover every nook and cranny of the house," said Kathryn Formisano, direc- tor of merchandise planning for Lillian Vernon.
"People have looked at us as only an item business, but we want to show that you can do your whole home with Lillian Vernon. We found that our customers want the whole package."
In addition to offering that look in its core catalog, Lillian Vernon has stepped up its introduction of specialty catalogs, the fastest-growing segment of its business. The firm has also brought in Regis Dho, a product designer...
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