The Marketing Firm Rethinking Polaroid Just Bought SkyMall for $1.9M
Hopefully we won’t have to fly without the in-flight shopping guide that is SkyMall for too much longer. As of March 27, there’s a new publisher in town: C&A Marketing out of Ridgefield Park, New Jersey.
That’s right, the entrepreneur who for months has been touting his plans for a new SkyMall, one that sells things “people actually want,” did not have the winning bid at March 25’s auction—but don’t worry, he’s already rolled out his backup plan: Sky2Buy, “your new mall in the sky.”
(Two in-flight catalog contenders? Excellent; let the games begin.)
But back to SkyMall proper: the publication’s assets (the official trademark and firm's online operations, intellectual property and product knowledge) ended up going to C&A $1.9 million, though the company wasn’t technically the highest bidder. FSG Distributors from Metuchen, New Jersey put up the most money—$2.5 million, to be exact—but CohnReznick Capital Markets Securities chose the lower bid due to “substantially fewer contingencies,” according to the investment banker’s managing director. Out of 200 potential acquirers, C&A and FSG were two of seven bidders in the game, including Sky2Buy entrepreneur Jordan Scott.
The buy is not a total surprise, given C&A’s history relaunching suffering brands. The marketing company has helped Ritz Camera make a profit in existing stores, plus add new storefronts, and revamp its website. C&A has also played a role in Polaroid’s marketing development since 2009.
While we may get our beloved in-flight catalogue back, it almost certainly won’t look the same given C&A’s strong history in catering to consumer’s needs—and not, say, their quirky houseware wishlists. Sounds like we’ll have to look elsewhere for our glowing toilet seat fix.
Erika Owen is the Audience Engagement Editor at Travel + Leisure. Follow her on Twitter and Instagram at @erikaraeowen.