Back in the Dough
Revitalized catalog mixed with a focus on company roots spurs turnaround at Mrs. Fields Gifts
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Joe Keenan
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Once onboard and with the support of upper management, Berglund undertook the following steps:
1. Cut catalog circulation by 40 percent. “Philosophically, you have to get the product, presentation and offer right before telling the world about your offering,” Berglund says.
2. Consolidated eight separate warehouses into a single new manufacturing plant and distribution center.
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Joe Keenan
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Joe Keenan is the executive editor of Total Retail. Joe has more than 10 years experience covering the retail industry, and enjoys profiling innovative companies and people in the space.
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