January 19, 2001, 12:00 AM

It May Take More Than An iVillage

iVillage Inc., a producer of women's Web sites, is reportedly in talks to sell its iBaby Inc. e-commerce unit, which analysts say indicates a strategy shift for the Internet content company, according to the Wall Street Journal. Initially, iVillage hoped to turn its base of 4.9 million Web site users into iBaby customers, hoping to rival other sites such as (www.babygear.com) BabyGear.com for products such as breast pumps and strollers. Analysts say iVillage had trouble keeping up with the expensive retailing business, including warehousing and product return issues. BabyGear may be a potential buyer, reports say, although New York City-based iVillage is not confirming a sale.

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