Looks like we will soon know what the new product is. I have a call in to Rod Rice with my questions about last quarter's financials, but haven't had a call back yet.
The following news release issued today:
Direct Focus, Inc. to Add Second Major Product
VANCOUVER, WASHINGTON--
EXPRESSED IN CANADIAN CURRENCY
Direct Focus, Inc. will expand its direct marketing business with
the addition of a second major product.
The new non-fitness product, which will join the company's line of
home fitness equipment, will be announced on Aug. 24, 1998.
"In the past two years, we have developed skills, experience and a
proven track record in direct marketing that will now be more
fully utilized with the addition of a second product," said Brian
Cook, president and chief executive officer.
Cook said that the company has been researching and developing the
new product for the past year and initial television advertising
and test marketing will begin in selected markets nationwide on
Aug. 24.
"Direct marketing to consumers who are increasingly more receptive
to purchasing products from their homes is a large and growing
industry," said Cook. "By expanding our product offering, we are
maximizing the company's ability to grow with the industry."
Direct Focus has increased sales of its Bowflex home fitness
equipment by more than 100 percent annually since 1996 with
sophisticated direct marketing tools including television
advertising, improved access to financing for consumers and highly
trained customer service personnel.
For the first six months of 1998 ending June 30, the company's
sales of its Bowflex home fitness equipment were $34.2 million, up
278 percent from $9.1 million in the same period in 1997 and
exceeded full year 1997 sales of $28.4 million. Sales for the
month of July 1998 hit a record of more than $7.5 million in a
strong start to the third quarter which ends Sept. 30.
Direct Focus, Inc. (formerly Bow Flex, Inc.) markets directly to
customers via advertising on national cable television networks,
printed media, the world wide web and through certified personal
trainers.
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FOR FURTHER INFORMATION PLEASE CONTACT:
Direct Focus, Inc.
Rod W. Rice
(360) 418-6178
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