May 3, 2006, 12:00 AM moves to new complex and web site

The pure-play has launched its own web site and moved into a much larger headquarters and warehouse.

E-retailer has dropped its Yahoo Stores site and launched its own site with a customized version of the e-commerce platform from osCommerce.

The company decided to switch from Yahoo because the Yahoo Store program is too restrictive with regard to the kinds of tracking one can conduct and the types of applications one can implement, says Benjamin Chafetz, vice president of marketing.

“Our new site is totally database-driven,” Chafetz explains. “Plus, we’re focusing more on content. Normally when you go to a site in our market you have various options, like finding refill, manufacturer or OEM versions of products. Shoppers on the site for the first time may not be familiar with these and other terms and need to understand what they mean.”

Consequently,, which is owned by LD Products Inc., has added heft to its product descriptions in an attempt to better educate shoppers. “Overall we’ve added more information and made the new site more user-friendly and intuitive,” he says.

In addition to the site launch, the company, No. 288 in the Internet Retailer Top 400 Guide to Retail Web Sites, has just moved to a new office and warehouse complex. The 26,000-square-foot location in Long Beach, CA, will accommodate an expanding online inventory and order fulfillment and shipping functions, Chafetz says. The additional office space also is enabling the company to quadruple its customer service team, he adds.

In 2005 hit $16.4 million in sales, a 58.7% jump over 2004’s $10.3 million. “Our goal for 2006 is to grow by about 50%,” Chafetz says, “in part through search engine optimization and conversion optimization.”

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