Direct Focus, Inc., Vancouver, WA, had full-year sales of $57.3 million ($88.8 million Cdn), up 188 percent from $19.9 million ($28.4 million Cdn) in 1997. The fourth quarter contributed $18.8 million to annual sales ($29.1 million Cdn), 158 percent higher than $7.3 million ($10.4 million Cdn) in the year ago same period.
The quarter and fiscal year ended Dec. 31, 1998.
The sales were attributable to the company’s line of Bowflex home fitness equipment. “Sales built throughout the year as our direct marketing efforts — combined with a growing level of acceptance of purchasing through direct marketing channels — yielded increased consumer response,” said company president and CEO Brian Cook.
A second product — Instant Comfort sleep systems — is in the test marketing phase.
Direct Focus, Inc. markets directly to customers via advertising on national cable television networks, printed media and the Internet.
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