June 7, 2010, 5:10 PM

Diapers.com parent bets on another basic—Soap.com

Diapers.com’s new sister site will offer household basics such as paper towels and toothpaste.

Internet Retailer
Lead Photo

Marc Lore, CEO

Quidsi Inc., the parent company of Diapers.com, is planning to launch a new e-commerce site that will sell home and personal care basics such as paper towels, toothpaste, vitamins and beauty products. Soap.com is scheduled to launch in early July and Quidsi hopes it will be as big a hit as Diapers.com.

Diapers.com has grown from $2.5 million in online sales in 2005 to $182 million in 2009 by offering customer service features such as free shipping and next day delivery that also are on tap for the new venture, the company says.

“We started Diapers.com to make life easier for moms and dads,” says Marc Lore, CEO. “With Soap.com, we’re bringing the Diapers.com experience to everyone with a new set of products in just about every imaginable health, beauty and household category.”

Soap.com will offer 25,000 items and 900 brands at its launch and by the end of 2011 expects to boost its product count to more than 100,000, the company says.

Diapers.com is No. 85 in the Internet Retailer Top 500 Guide.

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