A Chat with Steve Singer, president, Hartford York

CS: We talked a little bit about this, but what goals do you have for the catalog?

Singer: I'd like to double the circulation of the catalog in the next three years. I'd also like to see a greater percentage of our total revenue come from online marketing. Right now, as I mentioned, about 30 percent of our revenue comes from out Web site. And from that 30 percent, about two-thirds comes from search engine optimization and pay-per-click marketing. I think there's real potential for growth, certainly profitable growth. ... So the three things I look to do in the next three years is increase circulation dramatically, see a proportionate growth in the revenue that comes from the Internet, and I also expect to see the percentage of non-hat products in my catalog increase to the point where about 50 percent of the product is non-hat. Men's accessories, leather accessories, apparel, outwear, knives, canes, etc.