Alexon grows catalogue business

Catalogues are helping apparel retailer Alexon extend its multichannel reach. The company entered the catalogue market in March via wholesale partners and a joint venture with multicatalogue group Scotts & Co, with the aim of reaching a more mature customer on a low-risk, low-cost basis.

The trial launch incorporated ranges from its Eastex, Dash and Alexon collections and was presented to customers via a 44-page catalogue called Prelude.
Although sales are small, they exceeded initial expectations, says Yvonne Mulvany, director of new business development at Alexon. She explains that Alexon initially contacted Scotts & Co last October with a view to form a joint venture as the companies have complementary customer profiles. 

The first catalogue was mailed in March, with subsequent mailings in April and June.
Mulvany says the project is a true joint venture with both companies having input. “We have the brands and the product knowledge and Scotts know direct mail,” explains Mulvany, adding that she sat in on everything from model selection, to attending the photo shoot and deciding on catalogue pagination.

Following encouraging results that saw average order values dramatically ahead and returns in-line with expectations, Alexon will now grow the catalogue as a sales channel for the business’s classic brands. It mailed the autumn catalogue in late August.
To further accelerate its multichannel strategy and support its online business—which more than doubled in the 22 weeks to 2nd July—Alexon has begun a systems overhaul starting with the installation of a new warehousing system.
Alexon also says it’s looking at new financing options to allow it to invest in its turnaround strategy.