Demandware powers Playboy's new e-commerce site

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PALM DESERT, CA-The Playboy Bunny is running around eTail with a basket of goodies to celebrate the new e-commerce stores that the brand has recently launched with the help of Demandware's e-commerce platform.

Playboy.com has two new online stores at ShoptheBunny.com and the PlayboyStore.com that, according to Jamus Driscoll, vice president of marketing at Demandware, are e-commerce sites that are easy to build because of the backing of such a good brand.

"One thing that we are seeing that is indicative across all retail … is that if you have a great brand, you don't have to have a bricks-and-mortar store," he said. "You can skip it and go straight to having a good e-commerce site."

The sites support Playboy.com's strategy to leverage the strength of the Playboy brand and extend the reach of its apparel and beauty merchandise to new target markets. ShoptheBunny.com features women's fashion, intimate apparel, accessories and beauty products, as well as men's apparel and loungewear. PlayboyStore.com offers apparel, home fashions, DVDs, magazines and books.

The Demandware platform includes an AJAX-enabled shopping cart that lets customers access and view shopping baskets at any time without having to click through to checkout, eliminating the need to press the "Add to Cart" and "Continue Shopping" buttons to get back to the previous page and main shopping area.

In addition, shoppers at both of the retailers' sites can add entire outfits to a shopping cart at once. Shoppers are also informed at checkout how close they are to receiving an offer and whether they meet the minimum threshold before completing an order.

Playboy.com may add even more e-commerce sites in the future.

"Our solution lets retailers do the merchandising and the retailing and us do the technology part," Mr. Driscoll said. "We are seeing a trend in retailers partnering with solutions companies because it is easier on the retailer. Retailers can host a number of different e-commerce sites that [are] centralized easily through our system."

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