April 16, 2009, 12:00 AM

More products, new microsites increase 2008 sales 60% at eImprovement.com

More products at its eFaucets.com site and new microsites like LightingCatalog.com helped boost 2008 web sales at eImprovement.com by 60%.

Katie Evans

Managing Editor, International Research

An expanded product line for its eFaucets.com site and the launch of new microsites like LightingCatalog.com helped boost 2008 web sales at eImprovement.com by 60%. The company continues to debut niche sites this year, beginning this month with a door hardware store. The retailer plans to roll out another five to 10 stores over the summer, says Nicholas Fox, president.

In-house programmers at eImprovement.com LLC spent the past year developing a platform that enables it to launch niche sites within days, Fox says.

“Basically, we can just change the colors and the graphics and then output a new store that’s a niche store very easily,” he says. “We can deploy with the click of a couple of buttons.”

EImprovement has reserved several hundred domain names that it will use to create the micro-sites. “We’re focused on home improvement, doing faucets, plumbing, lighting,” Fox says. “We’re now furnishing door hardware-anything related to home décor and home improvement.”

EImprovement also plans sites offering outdoor home décor, including grills, outdoor furniture and patio furniture. “By the end of the year, there should be quite a few more stores,” Fox says. “We’re getting it down. It’s just a matter of turning them on.”

Because of the increase in sales, eImprovement expanded its call center another 5,000 square feet, enabling it to house more than 100 agents, and added a high-tech phone system, he says.

Despite the down housing market, eImprovement is off to a record start this year, says Michael Fox, chief operating officer. March sales increased 42% over sales in March 2008. The company does not report sales in dollars.

Racine, WI-based eImprovement is the parent company of a network of online stores, including eFaucets.com, LightingCatalog.com, CeilingFanCatalog.com and DoorFixtures.com.


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