Christian Retailing

Divinity Boutique to refresh Bible cover designs Print Email
Written by Christine D. Johnson   
Tuesday, 05 February 2013 05:10 PM America/New_York

divinityboutiquelogo_croppedDivinity Boutique is completely revamping its Bible cover program for 2013. All previous SKUs in the category have been discontinued, and the company has launched its brand-new collection of higher-quality canvas covers and fashion Bible covers. Divinity is planning to introduce more than 500 new SKUs of Bible covers this year.

“We are revamping our Bible cover program to improve the quality of what we produce,” said Keith Schwartz, president of Divinity Boutique based in Warrensville Heights, Ohio, near Cleveland. “Customers loved the value of the line, but said that they wanted a higher-quality product, so we are responding to the market.” 

To introduce its new canvas covers, the company is giving away a free Bible cover in every order that is placed “so customers can get a free look if they are buying other things,” Schwartz said. “We wanted to make sure that customers could see and feel the difference between what we made before and what we are making today.”

The company narrowed the color selection in its new canvas line to best-sellers only, but expanded the size assortment for a better fit to the wide array of Bibles on the market today. A new thinline cover has also been added to the line. 

When the company publishes its new catalog in the next few months, a Bible cover size chart will be included.

“The chart will help customers ‘find the fit’ that works for the size Bible they are trying to cover,” he said. “Customers will be able to find our deluxe covers launching March 1.”

The company is reporting “through the roof” sales for the new covers, which aim to be fun, trendy and fashion-forward.