Spiegel homes in on bed and bath with new catalog
Home & Textiles Today Staff -- Casual Living, October 16, 2002
Downers Grove, IL — Capitalizing on what it sees as a major trend, Spiegel next week launches its first freestanding Spiegel Home Bed & Bath catalog.
Based on research indicating that women are looking for more control of their lives and surroundings, and that the bedroom and bath in the home are sanctuaries, "we are keying the catalog to the things that make the bed and bath special," said Bradford Matson, senior vp, advertising and brand communications.
The catalog, which will be mailed to one million customers, is 52 pages and offers a full range of bed and bath, from luxury bedding with silk, cashmere and lots of luxury embellishments to basic bedding — mattress pads, pillows and comforters.
"We selected fibers and materials that have a tactile quality; they feel good," said Lynette Franz Cvikota, vp, home. The new catalog is different from On View, the company's existing, freestanding home catalog, which appeals to a more traditional customer, Cvikota noted. About 80 percent of the product mix is new and will be picked up in the spring 2003 by the big book.