July 7, 2009, 12:00 AM

Kellwood launches another designer web site

Kellwood, which owns and operates BabyPhat.com and PhatFarm.com, has rolled out an online retailing site for David Meister, a brand of day and evening apparel for plus-size women. The product pages feature rich media tools, including zoom.

Katie Evans

Managing Editor, International Research

Kellwood Co., an apparel manufacturer and web merchant, has launched another new fashion designer e-commerce site.

The company, which owns and operates brands such as BabyPhat.com and PhatFarm.com, No. 332 in the Internet Retailer Top 500 Guide, has rolled out an online retailing site for David Meister, a brand of day and evening wear for plus-size women.

The new site, which will pick, pack and ship orders from a Kellwood facility in City of Industry, CA, is the brand’s first direct-to-consumer channel. Until now David Meister apparel was only sold in certain department stores.

“I am excited to sell direct to the consumer and offer women one shopping location that encompasses the full collection,” says David Meister, chairman and brand creative director of David Meister. “Establishing our own retail identity will help position the brand for growth as we move into other product categories in the future.”

The new web store features categories for daytime and cocktail dresses and gowns. The product pages also feature rich media tools, including product zoom. DavidMeister.com is the third e-commerce site Kellwood has launched this year. In May, Kellwood re-launched teen apparel brand XOXO on an updated e-commerce platform featuring new social networking functionality. Kellwood licenses the XOXO brand. In April, Kellwood also launched Joltstyle.com, an apparel e-commerce site that carries casual sportswear for juniors.

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