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 integration of our recent Rue de France catalog acquisition into our business should present other opportunities for growth,” explains Green. “Its customer base is much more upscale, with $150,000 average income and a $180 average order.”

Merchandising for Lillian Vernon and Rue de France varies widely, too. While there is some cross-over in terms of the product categories each carries (such as kitchen items, linens and garden decorations), there are major price point differences: In Lillian Vernon, a set of decorative earthenware kitchen canisters runs $39.98 for four pieces. In Rue de France, hand-painted kitchen canisters are priced at $85 to $115 a piece.