Revamped Spiegel catalog lifestyle driven
By Carole Sloan -- Furniture Today, February 15, 2004
NEW YORK — The Spiegel Catalog has been repositioned from "a department store in print" to a showplace for a variety of businesses and boutiques, many with distinct lifestyle or design themes.
The catalog and Internet retailer, a division of Spiegel Group, which has been operating under Chapter 11 bankruptcy protection since March 2003, also has enlisted celebrities in the home, entertaining and apparel worlds to enhance its fashion credibility.
Geralynn Madonna, named president and CEO of Spiegel Catalog last March, manages a creative team in New York and buyers at the Spiegel headquarters in Downers Grove, Ill.
Furniture plays a key role in the boutiques and has the spotlight in the James Coviello Home Collection, which debuts in the new catalog. The collection uses the same theme as Coviello's apparel — "vintage meets modern."
"Furniture is lifestyle driven," said Madonna. Some of the catalog's home boutiques feature a full room, while others use a key furniture piece to set the mood. Breakouts of rugs, accent furniture, textiles and accessories support the themes.
In a "quick changes" section, the catalog showcases beds as a means for creating a whole new look. Brass beds, leather beds and daybeds are all fully dressed and accessorized.
Under the theme "furniture the way you want it," eight sofa frames are offered with eight fabric choices in a variety of colors for special orders. Futons with a variety of frames and mattresses also get special-order attention.
Storage systems also are featured, with special-order availability to create personal arrangements.
Celebrities backing the catalog's home products lineup include designer Elaine Griffin, offering home design hints; Lydia Lando, whose Chicago boutique Lille features accessories; Linda Cobb, "who makes cleaning fun;" Simone Lillian, "the Spiegel body/mind/spirit consultant;" and Donatella Arpaia and David Burke, restaurateurs with tips for entertaining and cooking.
Despite its financial problems, "Spiegel still retains its brand equity," Madonna said.
Focus groups remain very positive about the brand, she said.
Spiegel has special-order furniture made domestically under private label and holds in-stock items in its distribution centers. The home mix is sourced about 60% offshore, "and we would like that to increase slightly," Madonna said.
In a break from the past, the catalog will use extensive consumer advertising — including television — to promote its new look.
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