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NEW BUSINESS TO HELP CATALOG COMPANIES CROSS ATLANTIC

 CHICAGO, April 29 /PRNewswire/ -- Four of the most experienced catalog service companies in the world, two English and two U.S. have joined forces to form TransAtlantic Catalogue Corporation. The new company, whose acronym is TRACC, will be devoted exclusively to working with American catalog companies who wish to establish operations in England and in the E.E.C. and European catalogs interested in developing U.S. operations.
 On the European side of the Atlantic the participating companies are Catalogue Connection headed by Jane Tressider, Phil Randles and Geoff Cotton formerly of GUS Stores; and Primar the fulfillment/telemarketer which managed the successful entry into England of U.S. cataloger Lands' End.
 On the U.S. side the partner in TRACC are MoreNow of New York, the leading catalog creative firm and Maxwell Sroge Company, Chicago-based catalog consultants.
 Maxwell Sroge, newly appointed chairman of TRACC, commented that the aim of the company is to provide total turnkey service for American catalogers entering the United kingdom and vice versa. "From licensees, warehousing and telemarketing to advertising and day-to-day management TRACC is prepared to enable American catalogs to get up and running within 12 months," Sroge said.
 "The opportunity in the U.K. today for quality catalogue is the way it was in the U.S. 20 years ago. There is a huge void to be filled and the Lands' End experience as well as the experience of U.S. catalogs such as Viking and Inmac prove what can be done." Sroge added.
 Headquarters for TransAtlantic Catalogue Corporation are being established in Britain at the offices of Catalogue Connection in London and in the U.S. at the offices of Maxwell Sroge Company, Inc. at 233 East Wacker Drive, Chicago 60601, 312-819-1890.
 -0- 4/29/93
 /CONTACT: Maxwell Sroge Company, Inc., 312-819-1890/


CO: Maxwell Sroge Company, Inc. ST: Illinois IN: REA SU: ECO

TS-SM -- NY047 -- 2601 04/29/93 11:16 EDT
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Publication:PR Newswire
Date:Apr 29, 1993
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