Shaped Up, Shipped Out

J&L acquired Hertel, then redeveloped and relaunched it in 2003. Since then, Hertel has become the cataloger's second largest supplier. What's more, Hertel has risen to become the fourth most recognized brand among J&L customers.

Although it's a national business-to-business distributor of a highly technical product line, J&L emphasizes a multichannel approach as much as any other cataloger. But unlike the standard catalog-online-retail model, J&L's primary vehicles are catalog-telesales-online.