A 180-page catalog was recently mailed out bearing the Montgomery Ward name, marking the second year that
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| The cover of Ward's 2007 Holiday catalog |
"Our holiday catalog debut last year was extremely well-received," David Milgrom, president of Chicago-based DMSI. "Our second holiday catalog is bigger than last year's and our Wards.com website will swell to more than 50,000 products during the holiday season, the largest selection Montgomery Ward shoppers will have ever seen in the history of the brand."
Montgomery Ward launched the nation's first catalog in 1872 and eventually became one of the largest retailers in the U.S. It also lays claim to introducing the world to Rudolf the Red-Nosed Reindeer. However, the mid-tier department store chain declared bankruptcy in 1997 - ranking as the largest U.S. bankruptcy pre-Kmart - and was forced to close all of its retail stores and catalog operations by early 2001.
In late 2004, DMSI purchased much of the intellectual property assets of the former Ward's business and has since relaunched the catalog and e-commerce businesses. It also introduced an online juvenile furniture site, wardskids.com, but has not reopened any Wards stores.
Among the products being offered in Ward's Holiday catalog are holiday décor, home and kitchen items, and furniture, as well as apparel, toys and electronics. These include sofas ranging from $399 to more than $2,000, and dining packages starting as low as $179.
DMSI, which also operates the Charles Keath and Popular Club catalogs, said many of Ward's traditional vendors, products and former employees are still part of the new Montgomery Ward. It also claims to be recapturing some former Ward customers.
"Customers are happy to see that Montgomery Ward is back," said Mr. Milgrom. "Our company adheres to the Montgomery Ward practice of offering affordable merchandise to meet the needs of loyal Wards customers as well as introduce its offerings to new shoppers with unique product selections, compelling finance terms, and ease of shopping experience."
Discussion Question: What do you think of Montgomery Ward's return as a catalog and website? Can you think of one or two other defunct retail nameplates that could have a second life as a catalog, website or retailer? How would you position them in the marketplace?