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Expanding from online-only batteries to multi-channel Prada bags
Looking to expand into a hot market with higher average order values, Batteries.com is launching a designer fashion handbag retail web site, dPETRUZZI.com, and an initial store in Indianapolis, president Dale Petruzzi says.
Managing Editor, B2B E-commerce
Looking to expand into a hot market with higher average order values, Batteries.com is launching a designer fashion handbag retail web site, dPETRUZZI.com, and an initial store in Indianapolis, president Dale Petruzzi tells InternetRetailer.com.
“Handbag sales are exploding outside the U.S. and starting to explode in the U.S., Petruzzi says. “I know it’s quite a switch from selling batteries, but I’m going after bigger revenue per sales and I have a lot of connections in the European fashion world.”
The new site, due to launch within two weeks, is being developed by Batteries.com’s in-house web design team. A bricks-and-mortar dPETRUZZI store has already opened in Batteries.com’s home base of Indianapolis, where it will double as a fulfillment location for the handbag web site, Petruzzi says.
Petruzzi says he’ll use data on online customer shopping behavior as well as on the geographic location of visitors to dPETRUZZI.com, analyzed with WebSideStory’s Hitbox analytics tool, to determine potential future locations of additional bricks-and-mortar stores. He’ll also rely on advice from Indianapolis-based Simon Property Group, a major developer of shopping malls, he adds.
“I’m a pureplay online retailer without a lot of experience with stores, but we’ll work with analytics and Simon Property Group to find out where most people are buying from,” Petruzzi says. “If the Indianapolis store takes off, we hope to have them around the country.”
A preview of dPETRUZZI.com, launched yesterday on Batteries.com, No. 404 in the Internet Retailer Top 500 Guide to Retail Web Sites, shows fashion models displaying handbags and accessories from labels including Prada, Burberry, Chloe and Ferragamo. The new site will also feature European-made handbags from lesser-known brands and offer an overall price range from about $200 to over $1,000, Petruzzi says.
Presenting a preview of the site will help to get it indexed by Google and other search engines in time for its complete launch, Petruzzi says.