Knickerbocker Announces Accelerated Growth Of Combined Internet
Sites
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LAKE FOREST, Calif., Jan. 7 /PRNewswire/ -- The L. L. Knickerbocker Co., Inc. (Nasdaq: KNIC)
announced today the combined results based on order volume of the Company's Internet sites
www.knickerbocker.com and www.magicatticclub.com for 1998.
The Company developed the e-commerce sites to enhance the direct response business module over the
past two years. During this growth period, significant response by consumers has led the Company to
expand the product offerings from 6 basic dolls and teddy bears to over 400 SKU's in 1998. The sites are
expected to grow again in 1999 to over 1,000 product offerings from seven distinct branded lines. Because
of the overwhelming acceptance of the on-line personal shopping service, coupled with the convenience
and security of the electronic shopping cart, the Company has developed a third site exclusively for
jewelry www.knickerbocker.co.th.
The Internet has afforded the Company the ability to develop and monitor advertising campaigns, direct
special product presentations, establish a link for customer service and generate sales in a manner
traditional direct response markets have yet to adopt. For example, the Company realized an average
quarterly growth rate based on order volume of 388% over the last five quarters. Internet volume in dollars
was 55% vinyl toy related dolls and accessories and 45% porcelain dolls and teddy bears.
Additionally, the business relationships with America OnLine and Yahoo! targets and attracts shoppers
with banner ads, key word access and reports that monitor traffic and consumer acceptance. The reports
generated by these two portal sites help the Company to develop presentations that parallel consumer
purchase preferences in Knickerbocker's retail market for dolls and teddy bears. Knickerbocker's
alignment with these respected Internet giants caused a 420% increase in order volume between Q1/98
and Q2/98 alone.
"Our Internet activities continue to grow as we add more product and information to our sites," said Robert
L. West, COO of Knickerbocker. "We are pleased with this growth rate and will continue to intensify our
commitment and presence to this e-commerce model. Internet growth and presence is strategic to our
core business."
The L. L. Knickerbocker Co., Inc. sells collectible gifts and toy-related merchandise, primarily porcelain
and vinyl dolls and teddy bears. Additional plans for these sites include marketing programs and links with
other gift- related companies and their web sites. The Company also designs, manufactures and markets
fashion jewelry and accessories, in addition to offering an extensive line of fine jewelry products and
supplying other jewelry manufacturers with loose cut stones. In addition to Internet sales, the Company's
products are sold through diverse international distribution channels, including television shopping outlets,
direct response sales and wholesale sales to retailers.
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