Lillian Vernon’s mail order business has grown from a black-and-white space ad to nine catalogs

By Alicia Orr , Editor In Chief and Catalog Success

The Future

Like many catalogers, Lillian Vernon has tightened its belt in recent months due to the uncertain economy and reduced consumer confidence (it cut its workforce by 12 percent in March, including the closure of its Las Vegas call center). Yet the company remains optimistic in its outlook and continues to forge ahead with plans for the future. “When business is down, you simply need fewer people,” explains David Hochberg, vice president of public affairs at the Rye, NY-based company. But, he adds, the planned Web site relaunch and the company’s acquisition of the French country furnishings catalog Rue de France and its Web site present possibilities to further grow the business in new directions.