In the early days of Saturday Night Live, the late Gilda Radner performed a humorous sketch about a ludicrous mall store (the Scotch Boutique), which sold only tape and only Scotch brand tape at that. But what was funny in a store setting is serious business on the web, where super-niche retailing is thriving. Indeed, one of the biggest changes the Internet is bringing to retailing comes from the web's ability to make niche retailing easier and more profitable than ever by aggregating demand for highly specialized merchandise from across the nation and in some cases from around the world. This session will feature two e-retailers who will discuss how they identified their online retail niches, what it took to develop their markets and how they manage multiple brands when it comes to marketing and fulfillment. Our first speaker represents one of the most successful creators of targeted sites on the Internet, Ritz Interactive, which operates camera, boating and fishing retail web sites and is the 102nd largest retail web site. CEO Fred Lerner will talk about the benefits that the Internet brings to niche retailing, how Ritz identifies its niches, how it crafts its market strategy and what the future may hold for Ritz as it refines its approach. Our second speaker represents a smaller retailer that continually refines its niches, going ever smaller with each iteration. Doug Nielsen, CEO of NetShops.com, the 120th largest retail web site, will discuss how his company creates niche web sites from broader categories to the point where today it operates 80 distinct web sites, including Hammocks.com, Dartboards.com, AdirondackChairs.com and DogHouses.com. Nielsen will talk about how NetShops identifies which niches are worth pursuing on the web.