‘Be There or Be Square’; Why & How Lillian Vernon Reverted to Its Old Square Format

“In the recent past, certain very obvious things were overlooked in the pursuit of new business,” Executive Vice President of Merchandising Michelle Gershkovich said in a company statement. “We don’t want to overlook anything or anybody, and the solution to increasing business is nurturing our clientele. If our customers have always loved the novelty, whimsy and tradition of a ‘Grandma’s Throw,’ of course they’re going to like a ‘Grandpa’s Throw,’ and not the hip, dime-a-dozen handbags in funky colors we’d been trying to sell them!”