The results of whopping cuts in catalog circulation were apparent in Coldwater Creek Inc.’s fourth-quarter financials.
The Sandpoint, ID-based firm reported sales of $168.8 million, a 3.1% falloff from the same period last year. Net income rose by almost 70% to $6.4 million during the quarter that ended Jan. 31.
Direct marketing sales fell by 21% to $102.4 million. This category, which includes catalog and Internet sales, made up over 60% of company revenue compared with 74.4% last year.
The reduced results were largely due to a shift in catalog circulation strategy. The firm mailed 23 million fewer catalogs
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