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2004 dawned as a year of huge challenges for the mail order sector. The Competition Commission's approval of March UK's purchase of Shop Direct at the end of 2003, creating a mail order superpower with more than 70% of agency under its control, created a sense of immense fear among many in the sector.

Table of Contents
KEY FINDINGS................................................................................................................ 1
MAIN CONCLUSIONS .................................................................................................... 2
MARKET ANALYSIS ...................................................................................................... 4
MARKET DEFINITION & SALES TRENDS................................................................................. 4
EXPENDITURE GROWTH ...................................................................................................... 5
MARKET DATA ANALYSIS ........................................................................................... 6
CHANNELS OF DISTRIBUTION ............................................................................................... 6
AGENCY............................................................................................................................ 8
DIRECT .............................................................................................................................. 9
DOOR-TO-DOOR AND SALES MIX & SECTOR SHARE ............................................................ 10
COMPANY DATA ANALYSIS ...................................................................................... 11
MARKET SHARES .............................................................................................................. 11
AGENCY MARKET.............................................................................................................. 12
DIRECT MARKET ............................................................................................................... 13
KEY OPERATING STATISTICS & ADVERTISING...................................................................... 14
OUTLOOK......................................................................................................................15
KEY ISSUES ......................................................................................................................15
CHANGING BUSINESS ........................................................................................................18
GROWTH POTENTIAL .........................................................................................................20
RETAILERS ...................................................................................................................21
AVON...............................................................................................................................21
FINDEL.............................................................................................................................25
LITTLEWOODS HOME SHOPPING ..........................................................................................30
N BROWN .........................................................................................................................35
NEXT DIRECTORY..............................................................................................................42
OTTO UK (FREEMANS AND GRATTAN) ................................................................................48
REDCATS UK ...................................................................................................................55
SHOP DIRECT....................................................................................................................61
GLOSSARY....................................................................................................................67
INDEX............................................................................................................................68