A Chat With April’s Profile, Tim Burns, brand manager of Edmund Scientific

CS: What sort of challenges did you have to deal with when starting in the catalog business? And when you returned in 2004?
TB: Well, the brand was actually stagnating. Science Kit purchased it [Edmund Scientific in 2001] with the intention to grow it and hadn’t really gotten the type of growth out of it that they expected. So I came in to ramp up growth and really had to re-examine the merchandise position and the circulation plan. The plan was to shift it from a catalog business supported by a Web site, to a Web-based business that was driven by the catalog.