WebProNews

Macy's Inc. says it will discontinue its Bloomingdales By Mail catalog in early 2009 and will focus on its brand's direct- to-consumer business through the more profitable Bloomingdales.com Web site, which is on track to generate $1billion in 2008.

The restructuring will take place incrementally over the next eight months with the goal of reducing redundancies, streamlining operations and focusing on its online business.

Bloomingdales.com along with Macy's other direct-to consumer operations has benefited from infrastructure improvements including two 600,000 square-foot fulfillment centers that opened last year in Portland, Tenn., and Goodyear, Ariz.

"As more customers turn to the Web for access to Bloomingdale's, their shopping experience must be brand-right," said Michael Gould, Bloomingdale's chairman and chief executive officer.

"We intend to implement various enhancements to the Web experience, including ones that can bring to life some of our celebrated special events. Eliminating the paper catalog is also consistent with our sustainability and environmental policies of communicating more with customers electronically and less in paper."

Macy's operates more than 850 department stores, including 40 Bloomingdale's locations in New York, New Jersey, Massachusetts, Pennsylvania, Maryland, Virginia, Illinois, Minnesota, Georgia, Florida, Nevada and California.