Quelle - strong on E-Commerce

QuelleNeckermann Spezialversand GmbH launches new lifestyle catalogue Mirabeau

A Provençal lifestyle

Fürth - 3. April 2006. QuelleNeckermann Spezialversand GmbH, the umbrella company of 21 specialty mail-order companies, with its new special catalogue Mirabeau is going to occupy another interesting market niche. Its range of products focuses on furniture, home textiles and accessories from Provence. The mixture of magazine and catalogue has a print-run of 360,000. The newly established company, a 100 per cent subsidiary of QuelleNeckermann Spezialversand GmbH, trades under the name of Mirabeau Versand GmbH (Fürth).

Mirabeau presents a selection of high-quality lifestyle products which reflect Provençal joie de vivre and satisfy the ardent longing for a mild climate and the culinary pleasures of the Mediterranean cuisine. This catalogue is not about fast-paced trends but about a certain homeliness of the spirit of times past. The high-quality magazine-catalogue has 52 pages of informative product presentation and editorial articles on Provence.

Rudolf Geiger’s, one of Mirabeau’s two managing directors, idea of presenting beautiful home accessories and furniture in an entirely new context had already been some years in the making when he finally found the right partner in QuelleNeckermann Spezialversand GmbH. “Inspired by my uncountable trips to Provence I wanted to create a really new catalogue, one which would be able to bring parts of Provence home to our customers. We are convinced that we have attained that objective with this entertaining mixture of much-coveted cult objects, hard to come by at any rate, and interesting reports about Provençal villages and lifestyle,” says Geiger. “We came up with a balanced mix of shopping catalogue and reading matter, in line with the Zeitgeist and, of course, to a discriminating reader’s taste. Mirabeau satisfies the yearning for high-quality, honest and authentic products,” adds Karl-Otto Lang, Mirabeau’s other managing director.

The new catalogue Mirabeau in its seasonal topicality, clear product photography, wonderful shots of Provence and informative copy is simply compelling. In the first summer catalogue, customers are able to prepare for the forthcoming open-air season: from a weatherproof wicker chair made of the exclusive Hularo® fibre, a hand-forged embers pan, French cottage-style crockery to cast-iron flowerbed fences. Customers will also find French rarities like the Laguiole cheese knife (designed by Philippe Starck) and the Laguiole sommelier corkscrew from the Forge de Laguiole design studios. Reports on regional wines and interesting articles on characteristic villages like Roussillon and Gordes round off the innovative overall concept.

The Mirabeau catalogue’s target group are discriminating people of 35 years and up. The new catalogue can be ordered on the Internet at www.mirabeau-versand.de. Plans provide for two editions in 2006; from 2007 the catalogue is supposed to be published four times a years in accordance with their seasonally adjusted range of products.

With this first own development, the positive experiences made with the cooperation with the Bogner Homeshopping Magazine are now being implemented. The company’s logistics will be the KarstadtQuelle subsidiary servicelogiQ’s (Nuremberg) responsibility. The new company’s managing directors are Rudolf Geiger and Karl-Otto Lang.


Contact:
Mirabeau Versand GmbH
Managing Director
Karl-Otto Lang
Phone: +49 (0)911 14 20572
Karl-Otto.Lang@quelle.de
kein Inhalt eingestellt.

  [ go to top ]  [ print document ]

Erst mal sehn was Quelle hat.