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Federated Direct dismantled, absorbed into divisions

Cincinnati — Federated Department Stores is absorbing its Federated Direct division, realigning the Bloomingdale's By Mail catalog and the sites with their respective namesake divisions, as of March 1.

"The Macy's and Bloomingdale's brands are among the strongest in retailing, and we have been encouraged by the progress that has been made in effectively positioning the direct-to-customer extensions of these national brands under the umbrella of a division specifically dedicated to this objective," said Terry Lundgren, Federated's president and coo.

On March 1, Bloomingdale's By Mail and its staff of 75 will be integrated into Bloomingdale's, where it began catalog operations in 1982.

Kent Anderson, president,, which launched in 1996, will report to Michael Osborn, president, Macy's West. Fulfillment, finance and human resources functions of Federated Direct, including the bridal registry, will also be realigned with their respective brands and within Federated to best support ongoing operations.