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In 1971, Roger Hojo created the first, not a luxury mail-order catalog in a store. Committed to providing unique decorative items from around the world, Hawthorn is credited with the use of Mr. Pioneer to place a catalog to order free phone numbers. His distinctive taste and vision uniquely matched the basic principles of the perfect Neiman Marcus, and in 1988, this was part of the Hojo collection that became the direct Neiman Marcus online directory division of Neiman Marcus today.