Annalee Dolls erases inventory management risks with 'circular marketing'

By Bob Watson Jr. , Director Of Sales , Annalee Dolls; , Bob Watson Sr. and Chief Operating Officer

In 2002, we were in financial trouble.

Our company — Annalee Dolls, Inc. (ADI), a manufacturer of collectible dolls based in Meredith, N.H. — had three active and independently operating channels of distribution: independent stores, department stores and direct to consumer (catalog, store and website). However, we needed to do something to get ourselves back on track. Examining our options, in 2005 we decided to add the off-price channel to our mix. The channel would expand our 70-year-old brand to a much broader marketplace while offering the chance to manage our inventory more efficiently.