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Laneve explains Bloomie’s catalog strategy 

New York – Although Bloomingdale’s will discontinue its Bloomingdale’s by Mail catalog early next year in favor of its internet efforts, it will continue with “bHome” in home furnishings, “HOT” in apparel and an array of other store traffic-drivers.

bHome, which launched last year, is designed to increase in-store footfalls by showcasing fashion-forward merchandise for specific seasons, explained Joe Laneve, senior vp, gmm for home. Typically, bHome identifies a group of trends common to the home business and similar, but not necessarily parallel to, the apparel world. Merchandise is highlighted from home textiles to furniture and housewares in these themes, as well as other significant product launches.

Distribution is “to our best charge customers,” Laneve told HTT.

In home, Bloomie’s also will continue its monthly catalogs across the 40-unit department store chain, he noted. Bloomingdale’s marketing division internally produces bHome, HOT and the monthly catalogs.

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