NEW YORK — Aiming at new markets, Federated Department Stores said Thursday it will launch a national Macy’s by Mail catalog, beginning next fall in selected markets.
Market research showed that a catalog offers significant potential for extending the Macy’s nameplate in the U.S. and abroad, including markets not now served by Macy’s stores, Federated officials said in a statement.
Ronald L. Ramseyer, 54, formerly senior vice president of direct marketing at Talbots, has been named president and chief executive officer of the new Macy’s By Mail catalog unit, effective Sept. 22. He will report to Harold D. Kahn, Macy’s chairman, and James E. Gray, Macy’s president.
At Talbots, Ramseyer was responsible for the mail order catalog, as well as proprietary credit card marketing and new store development. He began his retail career at Sears, Roebuck & Co. in 1968 as a catalog buyer and rose to become national catalog advertising manager in 1981.
The Macy’s by Mail catalog’s telephone-order and merchandise-fulfillment functions will be provided by Federated’s Bloomingdale’s By Mail catalog support operation in Cheshire, Conn. Recruiting and hiring for the Macy’s By Mail merchandising operation will begin after Ramseyer assumes his new responsibilities this month.

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