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Strouds fashions new catalog

City of Industry, CA — With spring around the corner, Strouds sprung its new direct mail piece on consumers recently, mailing to 2.5 million households. The new 36-page book shows off the retailer's spring fashions, focusing on its core business of bed and bath, while also showing more accessories such as nightstands and lamps.

The product on each page shows greater coordinates than before, Rob Valone, president, said. "We're trying to make it easier for the customer to shop by pulling together similar colors and styles."

The database of addresses includes households in markets where Strouds has no presence, such as Chicago. Strouds wants to test how these consumers respond to the new catalog, Valone said, which stresses the three ways to shop at Strouds: phone, on-line or in the store.

"If the customer took the time to sign up, we consider them a valuable guest," Valone said. The response of the new look, as well as sales, has been very positive, he said.

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