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Under an exclusive partnership, Nicole Miller debuts a new lingerie line exclusively on Barenecessities.com. With product initially available only at the site, the launch is supported by coordinated online and offline marketing.
Designer Nicole Miller has an information-only web site, but wanted to launch a new line of lingerie online. Under a new partnership, the line has launched exclusively on Barecnecessities.com. The agreement gives the designer rapid entry to the online channel without having to invest millions, and Barenecessities.com gets exclusive initial sales rights online to another designer offering.
That’s a win for both sides, according to Barenecessities.com director of e-commerce Jessica Jackson. “We already have that high-end customer captured who visits Barenecessities.com and shops upscale brands,” she says. “We have the venue and the technical expertise. For Nicole Miller, it gives them the opportunity to launch their brand online and without any issues about things like floor space. It’s easy for them and great for us.”
Jackson says the line won’t be in stores initially but will be available only on Barenecessities.com. Some of the collection was available immediately at launch, while the balance is available on the web site for pre-order, she adds. Barecenecessities.com and Nicole Miller are supporting the debut of the new collection with e-mail and other online marketing, while Nicole Miler also has postcards announcing the new line`s availability at Barenecessities.com that it is mailing out to its own list and handing out in stores. Barenecessities.com is inserting the postcards in packages it mails to customers. “It’s a really coordinated effort between the two brands,” says Jackson.
Barenecessities.com is No. 276 in the Internet Retailer Top 500 Guide.