Bloomingdale’s Exits Catalog Business to Focus on Web Sales

Bloomingdale’s Inc. will close its Bloomingdale’s By Mail catalog business by early 2009 and concentrate its direct marketing efforts on faster growing Web site sales.

Mail order catalog sales growth has lagged behind the company’s online sales growth in recent years. “Bloomingdale’s is focused on growing its online business,” said in a statement Michael Gould, chairman and CEO.

The company plans to phase out its direct response catalog incrementally over the next eight months. However, it will continue to publish general advertising catalogs to support retail and online sales.

Its Web site Bloomingdales.com is part of Macy’s Inc.’s consumer direct marketing division, which the company projects will generate in excess of $1 billion in sales this year.

New features for Bloomingdales.com are being planned in conjunction with event marketing.