The Children’s Place Retail Stores Inc. is launching DisneyStore.com as an e-commerce site.
The retailer began a soft launch of the commerce-enabled DisneyStore.com in July with a limited assortment of merchandise, and will be adding more products in time for the Christmas shopping season. “We soft launched on schedule our new e-commerce initiative in alliance with Disney Shopping,” Disney Store president Tara Poseley told Wall Street analysts on the company’s recent second quarter earnings call. “Initial customer feedback has been positive and we are on track to offer our full online assortment in time for the holiday season.”
DisneyStore.com features a select assortment of merchandise that is also offered in the Disney Store bricks and mortar locations.
The merchandise is licensed from Disney under an agreement between the two companies. The specialty chain retailer of children’s merchandise purchased approximately 313 Disney Store locations from The Walt Disney Co. in 2004.
DisneyStore.com operates separately from DisneyShopping.com, No. 60 in the Internet Retailer Top 500 Guide, which is the e-commerce arm of Disney Consumer Products.
Under its agreement, The Children’s Place will sell merchandise on DisneyStore.com and in a special section on DisneyShopping.com. The Walt Disney Co. will fulfill all DisneyStore.com orders.