Cataloger Spotlight: Great American Hanger’s New B-to-C Catalog Primed to Hang Around

He won’t reveal specific sales figures, but Christian Raphael, vice president of the catalog division, says the B-to-C unit was well ahead of projections for 2007. While not official at press time, overall sales likely topped $10 million for 2007.

With the new catalog, Great American Hanger attacked the consumer market aggressively, mailing seven editions last year with a total B-to-C circulation of more than 1 million. This year’s plan calls for 11 consumer catalog mailings and circulation twice that of 2007’s. In 2007, consumers received catalogs from the company, on average, every 52 days. According to Raphael, that gap will drop to slightly more than a month this year.