Bonjour promotes upscale expert - Bonjour Group Ltd., Mark Shulman - Items - Special Supplement Discount Store News: AM

Discount Store News, Dec 9, 1991

Bonjour International is banking on an upscale retailing executive to bring new life to the apparel company.

A recent reorganization gave birth to Bonjour Group, Ltd., where Mark Shulman was named president and chief operating officer. Charles Dayan remains chief executive officer of Bonjour Interational.

Shulman's appointment underlies the increasing importance of having a retailing expert at the supplier's side--one who understands the needs of the retailer. His previous experience includes stints as pesident of Aca Joe, Henri Bendel, Ann Taylor; and as senior vice president and merchandising manager at I. Magnin and general merchandise manager at Bloomingdale's.

The primary strategic change in the regrouping involves a complete focus on licensing and marketing the Bonjour name. Jeans, the item that spearheaded the company's growth, and other Bonjour products, are no longer contracted through the company, but are all licensed to various manufacturers.

This strategic change for Bonjour mirrors the operations of companies like Sasson, Ocean Pacific and Global Licensing -- which are primarily marketing companies, not manufacturers, for their respective brands. among the labels licensed by Global are McGregor and Botany 500.

There was some adjustment required in shifting to the mass market mindset, according to Shulman. "The biggest changes for me were in the emphasis on value and pricing. Not that fashion is not just as important, but in the mass market the price has to be absolutely right," he says.

Prior to being named president, Shulman had been executive vice president, marketing at Bonjour since 1990. In his new position he will oversee all aspects of the compnay's operations including marketing, licensing, finance and development of new licenses and products.

Another change at the firm has been the departure of Bob Milgroom as Bonjour's president of sales. He left to start his own company, Cane & Able, a company specializing in home health care products.