The acquisition will add more than 300 products to L’Oreal’s lineup.
The Brown Shoe Co. brand will also begin selling jewelry and apparel online.
Women’s shoe retailer Sam Edelman on Monday launched its first e-commerce site, SamEdelman.com. The brand, which is owned by Brown Shoe Co. – No. 166 in the 2013 Internet Retailer Top 500 Guide – debuted in 2004 but did not sell directly to online shoppers before the Monday launch.
Earlier this year Sam Edelman began selling a jewelry collection and other accessories in addition to ladies’ footwear. The product line expansion will continue in 2014 when the brand will begin selling women’s apparel for the first time.
The e-commerce site features The Edelman Icon Shop, which highlights popular shoe styles, a Samspiration page which showcases the brand’s design inspirations, and a new “Sam’s Girl” blog which uses Facebook, Twitter and Instagram to connect the brand to its most avid followers.
“Adding an e-commerce element and expanding our digital presence allows our Sam Girl to access the brand directly online in a whole new way,” said Sam Edelman, founder and division president. “We know our customer loves social media. She lives on Facebook, Twitter and Instagram and staying ahead of the trends online and communicating directly with our girl is vital to the growth of the Sam Edelman brand.”