EStyle's store-based retail operation expands online firm's branding plan. (Retail).E STYLE Inc. is going from clicks to bricks. The Los Angeles-based company, which launched its online apparel site, called babystyle.com, three years ago, will open a retail store on Nov. 27 in Manhattan Beach Manhattan Beach, city (1990 pop. 32,063), Los Angeles co., S Calif., on Santa Monica Bay; inc. 1912. It is a residential and beach community with an oil refinery and nearby factories that produce transportation and electrical equipment, computers, and pottery. . The brick-and-mortar retail outlet retail outlet n → punto de venta retail outlet n → point m de vente retail outlet retail n → will sell the same products as on the Web site -- maternity wear, baby clothes and anything else to do with babies. "Our goal has always been to be multi-channel," said Tom Park, president and chief operating officer Chief Operating Officer (COO) The officer of a firm responsible for day-to-day management, usually the president or an executive vice-president. of eStyle Inc., which also markets its own clothing line in catalogs. "Retail was the next logical step to offer another convenient platform to our customers." The approach is similar to the one taken by Lucy.com, a Portland, Ore., company that started selling women's workout gear online in 1999 and soon after opened five retail stores, including one in Santa Monica Santa Monica (săn`tə mŏn`ĭkə), city (1990 pop. 86,905), Los Angeles co., S Calif., on Santa Monica Bay; inc. 1886. Tourism and retailing are important, and the city has motion-picture, biotechnology, and software industries. . A brick-and-mortar location, Park believes, is a way to advertise the company's private-label apparel, which is designed in-house and manufactured overseas. Manhattan Beach appealed to babystyle.com because it is an affluent community with lots of families. "Our current plan is to open a second store somewhere in Southern California Southern California, also colloquially known as SoCal, is the southern portion of the U.S. state of California. Centered on the cities of Los Angeles and San Diego, Southern California is home to nearly 24 million people and is the nation's second most populated region, next March or April. We'll operate these two stores and see the results before we attempt a national rollout in 2004," Park said. Opening a retail outlet right now will be a challenge given the abundance of stores and malls. "The success of a company going from clicks to bricks depends on whether they have been able to develop a brand and an image that can compete in this over-retailed environment we have," said Aubie Goldenberg, an analyst with Ernst & Young. "It is certainly not without risk." EStyle was founded with $15 million in venture capital from various funds, including Vulcan Inc. in Seattle, started by Microsoft cofounder co·found tr.v. co·found·ed, co·found·ing, co·founds To establish or found in concert with another or others. co·found Paul Allen, and Zone Ventures in Los Angeles. |
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