New Catalogue Strategy
Published on 01.03.2021
Up until 2020, the company REFLECTS® from Cologne used to send its customers an extensive main catalogue every year as well as various catalogues for certain occasions throughout the year. Starting in 2021, the company will no longer be releasing a main catalogue but will issuing a special catalogue for each REFLECTS® brand.
In the summer 2019 REFLECTS GmbH began a restructuring process for the company as well as the brand REFLECTS® with the aim of advancing as a multi-specialist. These efforts have resulted in the company substantially reducing the number of items in its product assortment, concentrating its product range to 4 key product areas and reinforcing its innovation ability. At the beginning of 2021, the REFLECTS® assortment was reduced by around 1,000 products. Of course, this strategy also influences the market communication of the Cologne-based company, which from now on will publish one special catalogue for each brand.
The special catalogues “RETUMBLER® – Best of Drinkware” and the workbook “RETIME® – Cool Watch Concepts” have already been released. The next catalogue “REEVES® – Smart Electronics” will be published soon. Another still unreleased brand will be introduced in spring 2021 and its catalogue will be issued soon thereafter. A lanyard catalogue is also scheduled for release.
The catalogues initially will be available online followed by printed versions. Customer cover versions will also be possible. The company states, “Even if COVID-19 has contributed to delays in publications, all currently active and recently launched brands are expected to be available on the market with a catalogue this spring.” In 2022 REFLECTS plans to publish all brand catalogues at the same time in January. www.reflects.com