Merchandising Michelle Gershkovich

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.

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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