Sure, the big buzz is all about having synergy between direct and retail presences. But three speakers at Thursday’s DMA Catalog on the Road Conference said their companies have no plans to move into the brick and mortar world, thank you very much.
During a luncheon panel, executives from HSN, Redcats USA and Lillian Vernon talked about the challenges facing their direct only operations.
Kris Kulesza, the new executive vice president of HSN.com, told the Cambridge, MA audience that her company is moving beyond television and the Web with a healthy catalog portfolio created through the acquisition of Improvements in 2001 and the Cornerstone Brands family of catalogs last year.
HSN started in 1977 on a Florida radio station. The successful sales concept moved to local access cable in 1981, and then to national cable in 1985. HSN.com launched in 1999, and was profitable in three months.
Kulesza is leveraging the Cornerstone catalogs
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