Boston Proper Billion-Dollar Opportunity

And last year, the company launched Boston Proper Travel, which offers travel apparel and accessories. Again, the large number of customers buying such items from the main catalog prompted company executives to devise a spin-off. For this title as well, sales were above plan.

To garner more prospects for all three Boston Proper titles, the company rents mailing lists and participates in two cooperative databases: Abacus and Z24. Moreover, it's launching an online affiliate-marketing program this year with LinkShare, and it has a search engine marketing program.