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 Merchandise Makes It Unique

All totaled, the catalogs carry 6,000 product SKUs. Lillian Vernon herself is still the chief merchant for the company. “I travel the world several times a year with a team of our company’s buyers, visiting international trade shows in search of new and unique merchandise,” she says. (see “In Her Own Words,” p. 39).