FROM CATALOG TO `MAGALOG,' FINA WRITES BOOK ON HIGH-END.(paper industry)

HFN: The Weekly Newspaper for the Home Furnishing Network, December, 2004 by Zisko, Allison

Byline: Allison Zisko

NEW YORK-Michael C. Fina has revamped its catalog, creating a "magalog" that is cleaner, glossier and more likely to attract the upscale clientele it believes are its customers.

The magalog, perfect bound and printed on heavyweight paper stock, "is a function of our position in the marketplace, which would be the mid-to-upper-end of specialty," said Charles de Gruchy, chief marketing officer.

"We view ourselves as an approachable Bergdorf Goodman. We have all the same vendors," he added. "We're a little more broadly positioned in depth and breadth, but our positioning is driven by our [upper-end vendors]. That is conveyed through this format."

Michael C. Fina carries a $3,000 place setting from Minton, a...