Playing Fair
Blue over unfair trade practices, four former Lands’ End-ers last year embarked on a mission to rewrite apparel sourcing rules with their startup, Fair Indigo. Bill Bass and his colleagues explain how they’ve fared so far.
About Fair Indigo
Headquarters: Middleton, Wis.
Year founded: 2005
Merchandise: casual women’s and men’s apparel
Average order size: $120
Annual circulation: 1.5 million
Mailings per year: 4
Retail stores: 1
# of SKUs: 2,000
# of employees: 30 (13 full-time)
Customer demographics: women, ages 30-50, $100,000 household income
Channel breakdown: 50 percent Web, 35 percent call center, 15 percent retail
Printer: Quad/Graphics
List manager: Millard Group
- Companies:
- Millard Group Inc.
- Quad/Graphics
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