November 13, 2008, 12:00 AM

There’s a delightful new application at Apple’s App Store has created a mobile application for iPhone users. The application showcases the retailer’s daily deal, giving mobile users an edge in purchasing the product before it sells out, the retailer says.

Users of iPhones are delighted with mobile applications-they have completed tens of millions of downloads from Apple’s App Store since it launched in July. has added its own app into the mix, enabling iPhone users to shop special products from the retailer.

The free application showcases’s deal of the day, under the promotional banner, “Every 24 hours a new delight.” Users of iPhones can view images of the featured item, read detailed descriptions and link to to purchase the item.

The mobile application gives iPhone users an edge in purchasing: They can get to daily featured items more quickly-because they have access anywhere and anytime-before the sale items sell out, says Tracey Tee, co-founder of the gift and design shop.

“We felt that delivering a simple and streamlined experience was critical,” Tee says. “Our customers are busy women, and with this app they can browse and buy wherever they are.”

The retailer will release updates of the mobile application in the coming months, incorporating feedback from customers. has been pushing the envelope in numerous e-commerce trends. In addition to its new iPhone application, it offers widgets, online video, a Facebook group and a blog.

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