NEW YORK — Federated Department Stores said Tuesday that its Bloomingdale’s By Mail catalog and the Macys.com businesses are being realigned to operate under their respective namesake divisions. Previously, both operated under the umbrella of Federated Direct, which is being phased out.

This story first appeared in the February 12, 2003 issue of WWD.  Subscribe Today.

Federated Direct was formed after Federated acquired the Fingerhut catalog operation. Last year, Federated sold off its Fingerhut assets after suffering losses with the business. The realignment of the remaining businesses that reported to Federated Direct will not result in any layoffs, Federated said.

“The Macy’s and Bloomingdale’s brands are among the strongest in retailing, and we have been encouraged by the progress that has been made in effectively positioning the direct-to-customer extensions of these national brands under the umbrella of a division specifically dedicated to this objective,” said Terry J. Lundgren, Federated’s president and chief operating officer, in a statement. “Having established this strong foundation, we now believe there is greater potential in more closely aligning these direct-to-customer channels with the marketing strategies of the department stores.”

Effective March 1, Bloomingdale’s By Mail and its staff of 75 will be integrated into Bloomingdale’s, where it began catalog operations in 1982. Franz Weiglein, president of Bloomingdale’s Direct, will report to Bloomingdale’s president Ed Holman and executive vice president of marketing, sales promotion and creative services Tony Spring.

Also, Kent Anderson, president of Macys.com, will report to Macy’s West president Michael J. Osborn.