BUSINESS

Struggling J.C. Penney Is Trying To Bring Back The Catalog

UNITED STATES - FEBRUARY 26:  Kara Anderson of Peabody, Massachusetts looks through 'The Big Book' JC Penny catalog at a stor
UNITED STATES - FEBRUARY 26: Kara Anderson of Peabody, Massachusetts looks through 'The Big Book' JC Penny catalog at a store in Peabody, Massachusetts on Thursday February 26, 2004. J.C. Penney Co., the No. 2 U.S. department store, had a fourth-quarter loss of $1.07 billion after writing down the value of its Eckerd drugstore chain. J.C. Penney's department store and catalog sales rose the most in seven years as shoppers bought more jewelry and other gifts. (Photo by Neal Hamberg/Bloomberg via Getty Images)

Jan 20 (Reuters) - Department-store operator J.C. Penney Co Inc is bringing back its hefty print catalog five years after ditching it to focus on the web, the Wall Street Journal reported.

The retailer stopped mailing the 'Big Book' catalog in 2009 and phased out its distribution of 70 smaller catalogs a year later, the Journal said. (http://on.wsj.com/1Cuf2PN)

The move is substantiated with data showing that many of its online sales were driven by what the shoppers saw in print, the newspaper said.

The new, 120-page book will present items from the company's home department and will be sent to select customers in March, the first time it has sent out a catalog since 2010, the report said.

J.C. Penney has been on the rebound this year after reversing an ill-fated attempt to move upmarket under former Chief Executive Ron Johnson.

J.C. Penney could not immediately be reached for comment outside regular U.S. business hours. (Reporting by Rama Venkat Raman in Bengaluru; Editing by Gopakumar Warrier)

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