John Buleza

Joe Keenan is the executive editor of Total Retail. Joe has more than 10 years experience covering the retail industry, and enjoys profiling innovative companies and people in the space.

) Specialty bike retailer Performance Bicycle said Tuesday it has appointed John Buleza as VP direct marketing. Buleza will be responsible for helping to drive the company’s growth through the web, a revitalized catalog, e-mail marketing, direct mail and search marketing. Most recently, he served as director of marketing for Current USA, where he managed marketing efforts for consumer brands Lillian Vernon, Current and Colorful Images. Prior to that, Buleza was senior marketing director for Ross-Simmons, where he helped manage the web and retail marketing teams. Performance Bicycle operates more than 90 nationwide stores.

Lillian Vernon, a Virginia Beach, Va.-based cataloger and online retailer specializing in household, organizational, children’s and fashion accessory products, has gone back to its roots in search of future success. The company’s catalog has reverted to its more unique dimensions, 8 inches by 8 inches, after a four-year departure. The 56-year-old multichannel merchant first introduced the square format in 1986, but in recent years had been using the more common 8 inches by 10 inches format. “It was such a well-known format for the core book that we wanted to return to it,” says Vice President of Marketing John Buleza. “It’s kind of in

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