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Blair looks to trade up with larger catalogue

WARREN, Pa. — Looking to attract a new baby boomer customer, along with its traditionally older ones, Blair has mailed an expanded 180-page catalog in which half of the merchandise is more upscale or trendy.

The merchandise repositioning has been gradually taking place over the last few years, said Patrick Kennedy, vice president, Blair Home, because, "We saw a lot of strength to this."

Price points have also broadened, he said, and include 360 count sheets and bedding with embroidery detail. Bedspreads range from $20 to $200. "It's really broad," said Kennedy. Blair has more of a "Penney strategy," segmenting its products into good, better, and best, he added.

Compared to its traditional 100-page book, the 180-page spring catalog gives customers more assortments in bedding, window, and furniture accessories, said Kennedy. The new catalog is also perfect bound, instead of saddle stitched, to see if that "gives it a longer shelf life."

Though the company will continue to mail its 100-page catalog, another 180-page book is planned for the fall.

"Baby boomers want more luxury than older customers, so we're looking to capture that audience," said Linda Phillips, bedding product manager.

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