Oh, the Joy of it all, on Cotton's new site

By Staff -- Home Textiles Today, 11/17/2003 12:00:00 AM

NEW YORK —

Cotton Inc. will launch an e-commerce Web site — TheJoyofShopping.com — for consumers in the first quarter of 2004.

The site will be the company's first foray into e-commerce, connecting cotton and cotton blend products with more than 85 retailers. It currently operates the Web site, TheFabricofOurLives.com, as a marketing activity.

The marketing site will link users to the e-commerce site, "and adds another dimension to our media plan, supplementing our TV and magazine advertising," said J. Berrye Worsham, president and ceo of Cotton Inc. The site will enable the company "to provide an avenue for shopping for products from any participating retailer or manufacturer with an electronic catalog," he added.

The Cotton Inc. Web site will link consumers with retailers by product categories such as home furnishings, and subcategories within them. Customers also can specify price points, online retailer or specific item.

There will be no advertising on the site or sponsor-driven listing of results. To purchase an item, consumers are linked to the appropriate retailers' sites.

There also will be a "wish list" which allows consumers to continue browsing without losing the items they have chosen. The "wish list" remains intact until the user chooses to buy the product or remove it.

The Web site has a database of 25,000 skus available from retailers including Wal-Mart, Sears, Kmart, Linens 'n Things, Kohl's, BlueFly and Eddie Bauer.

Cotton also is celebrating the 30th anniversary of its Seal of Cotton trademark. The Seal of Cotton has reached consumer penetration with eight of 10 consumers recognizing the Seal, said Worsham.