Damark International Inc., a direct marketer of membership programs, will change its name to Provell, Inc., effective next Tuesday, the firm said today.
In a separate development, Damark said it had engaged BlueFire Partners to handle investor relations.
Both moves are part of a plan to focus on “the science and art of customer relationship management, said CEO George S. Richards, in a statement.
Richards said the $134-million firm is “anxious to get this last year of distractions behind us and focus on building a solid new foundation for Provell.”
The Minneapolis-based company said that its “true enterprise value… has been hidden inside much larger, but not discontinued, catalog and fulfillment operations.”
As of last December, the company had generated more than 2.6 million consumer memberships.
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