Going Global

Today, Peruvian Connection mails 6 million catalogs a year domestically and approximately 4 million catalogs internationally. Collectively, the United Kingdom, Japan and Germany account for 40 percent of its business.

Branching Out

Unlike its speedy and decisive business launch, Peruvian Connection’s global expansion was undertaken with tentative steps. In the late 1980s the Hurlbuts held informal interviews with direct marketing experts in the United Kingdom to explore the feasibility of a U.K. catalog. The United Kingdom was the cataloger’s first choice for an international launch because not only is it an English-speaking market, but it has a long, well-established knitwear market.