FEDERATED DOES HOME BY THE BOOK; THE NEW MACY'S CATALOG REFLECTS THE DIRECTION OF THE RETAILER'S HOME STORE DIVISION TO IMPROVE SALES IN THE CATEGORY.
HFN: The Weekly Newspaper for the Home Furnishing Network, January, 2005 by Thau, Barbara
Byline: Barbara Thau
NEW YORK-It's here -- the new Macy's Home book, that is.
Federated Department Stores unveiled the first catalog to reflect the work of Macy's Home Store, the centralized home buying division formed last year.
The 109-page book emphasizes themed merchandising statements and exclusive goods -- a whopping 25 percent of the catalog mix.
The catalog offerings have much more limited distribution compared with previous catalogs, said Terry Lundgren, president, chairman and chief executive officer of Federated. Lundgren has been on a mission to rework the retailer's staid home mix by blowing out exclusive goods, trading up the mix and bringing back a merchandising flair that has been missing from the department...
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