And this is how e-commerce can turn grade school hallways into fashion runways

Fashion isn’t just for grown-ups—that’s the idea behind a new e-commerce venture from RueLaLa.com. The flash sale retailer, No. 82 in the Internet Retailer Top 500 Guide, this week launched Little Rue, where consumers can buy apparel, accessories and entertainment products designed to appeal to children and familes.

Little Rue represents the latest product category expansion for Rue La La, which already sells to its members men’s and women’s fashions, home goods and travel packages, along with local discounts for consumers in such cities as Chicago, Boston, Los Angeles, Miami, New York, Philadelphia and Seattle.  

To promote the site, Rue La La says that it will donate all net profits from September sales on Little Rue to children’s charities selected by the retailer’s members and employees. The employees will select four charities, and members will vote to allocate donations among the charities. Rue La La also has created a Tumblr page for Little Rue where consumers can share photos, play games and take part in other digital activities that further promote the brand on Tumblr, a fashion-focused social network.

"Little Rue is an exciting addition to the Rue La La family," says Ben Fischman, CEO, Rue La La. "From sourcing the best offerings from the most sought after brands in the world, to identifying charitable giving for the business, Little Rue has galvanized all of us and become a labor of love here at Rue."