Junk mail drives most westerners mad. But if a Russian gets a personally addressed letter on his birthday offering a tempting gift at half price he might be so pleased he will include a thank-you note with his order.
Pascal Clement, a 33-year-old Frenchman, set up PPE in his bedroom in 1996 and nurtured it into the $120 million a year powerhouse that today dominates Russia’s $300 million a year direct-marketing sector.
In 70 years of communism the only personalized letters people received carried bad news, so the appeal is understandable.
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