Hot 100 List - Internet Retailer

Give customers what they want

Apparel and accessories is, without question, the toughest category to get into on the Hot 100 because many retailers in the category pack their sites with features. But e-retailers like DestinationXL, Shoptiques and Brooks Brothers raise the bar.

Company

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ASOS Plc HoldingsBorderless fashion

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BabySteals.comFrom moms to moms

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Why They're Hot:

If it sounds like a mother's writing the product descriptions at BabySteals, that's no fluke. Parent company Steals Network, with about 70 employees, granted 23 maternity leaves in the past two years, says Jana Francis, founder and president. Francis, herself the mother of three, launched BabySteals in 2008 with CEO Rett Clevenger, promising quality products at good prices and great service. Steals Network, unlike some daily-deal sites, buys all the goods it sells, checks the quality, writes the descriptions and displays images of each item in every color on offer. Because all items are in stock, the e-retailer can ship orders the same day. "We're not a middleman," Francis says. "We've seen it, touched it, tried it on and have it in our possession, so we truly know what we're talking about."