July 24, 2012, 1:33 PM

OverstockDeals moves deeper into its home improvement niche

The e-retailer adds 500,000 SKUs with the launch of PlumbingDepot.com.

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Flush off of a year of nearly 50% growth in web sales, home improvement products retailer OverstockDeals LLC has launched its first in a series of niche sites planned for 2012.

Owner Dave Ems says he aims to build on the success of home improvement products site OverstockDeals.com, No. 572 in the Internet Retailer Second 500 Guide, which launched in 2009 and grew sales to almost $12 million last year.

With the launch of PlumbingDepot.com this week, the e-retailer adds 500,000 SKUs including faucets, sinks, tubs and whirlpools with the goal of homing in on the kitchen and bathroom products niche. The site features large rotating images of Kohler products—one of its best-selling brands—as well as free UPS Ground shipping on all products, videos offering interior design tips, and links to online social networks Facebook, Twitter and Google Plus.

The site was built on the Magento Enterprise e-commerce platform with web development help from The Unleaded Group, Ems says.

OverstockDeals recently switched from all-in-one hosted e-commerce technology from Volusion to Magento Inc. software hosted by Rackspace Hosting Inc.. The new arrangement with Magento allows Ems to launch multiple sites on one back-end system, which he says is beneficial, as he plans to launch two other niche sites, SaveWaterToday.org and DreamBath.com in the third or fourth quarter of this year.

The 2012 edition of the Internet Retailer Second 500 Guide, which ranks and profiles the best of the up-and-coming online merchants, is now available here.

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