Single biggest challenge: Fabulous- Furs’ largest campaign, one set to double its business, reached homes Sept. 11 to 13, 2001. “We were left holding an enormous inventory, not to mention bearing the expense of an enormous, worthless mailing,” she recalls.
Looking back: “Never did I imagine we would grow into an upscale catalog with discerning customers from around the world.” Indeed, Fabulous-Furs gained widespread publicity with appearances on national TV and a presence at fashion shows, as well as this year’s Sundance Film Festival. And, to Salyers’ delight, the company received an Internet order to be delivered to Buckingham Palace Lane. “I like to think the Queen surfs [the Web],” she jokes.
Headquarters: Covington, KY
Merchandise: faux-fur products
Annual circulation: more than 3 million
Number of SKUs: 1,500
Customer demographics: affluent women aged 35 to 65
Sales channels: catalog, Internet, two retail stores