NEW YORK — Bloomingdale’s will shutter its catalog by early next year and focus all of its direct-to-consumer efforts on the Internet.
In a statement earlier today, Macy’s Inc., Bloomingdale’s parent, said the decision was prompted by the sales growth of the Bloomingdales.com Web site, which has “far outpaced” the Bloomingdale’s by Mail catalog in recent years. In 2008, Bloomingdales.com and its sister business at Macy’s, are expected to have sales in excess of $1 billion. Over the past year, the company has opened two 600,000-square-foot fulfillment centers to support the direct business in Portland, Tenn., and Goodyear, Ariz.
By eliminating the Bloomingdale’s catalog over the next eight months, the company will “reduce redundancies, streamline operations and create a more-efficient and focused organization to capitalize on the opportunities within the online business,” the company said today.
“Bloomingdale’s is focused on growing its online business, increasing profitability and reflecting a seamless brand and merchandise selection, whether it be in-store or online,” Michael Gould, Bloomingdale’s chairman and CEO, said in a statement. “As more customers turn to the Web for access to Bloomingdale’s … we intend to implement various enhancements to the Web experience, including ones that can bring to life some of our celebrated special events. Eliminating the paper catalog is also consistent with our sustainability and environmental policies of communicating more with customers electronically and less in paper.”
Bloomingdale’s currently operates 40 stores in New York, New Jersey, Massachusetts, Pennsylvania, Maryland, Virginia, Illinois, Minnesota, Georgia, Florida, Nevada and California.