By  on September 10, 2010

Scoop NYC, which has persevered through three years of turbulence and change, is settling down to the business of growth.

On Tuesday, the 14-store chain specializing in established, emerging and contemporary designers officially launched e-commerce with 500 men’s, women’s and accessory styles, becoming a Johnny-come-lately in the burgeoning Internet arena.

Labels such as 3.1 Philip Lim, Alejandro Ingelmo, Alice + Olivia, Beyond Vintage, Camilla Skovgaard, Diane von Furstenberg, Edun, Etro, Free City Inhabit, M Missoni, Paul Smith and Rag & Bone, among others, will be on the site. Customers can shop by designer or by category, and, for the launch, there will be free shipping on orders over $250. Shipping otherwise is $12. Scoop will ship anywhere in the continental United States.

“We expect will quickly become one of our most important stores,” said Susan Davidson, chief executive officer, possibly generating as much volume as the SoHo flagship, which accounts for about 20 percent of the total volume.

The site was created by Indelible, a digital advertising and creative agency. Scoop is utilizing third-party fulfillment and distribution services.

In the past three years, Scoop was acquired by Ron Burkle’s Yucaipa Cos.; Stefani Greenfield, the founder, and former ceo Melanie Cox both left the business, and Davidson came on board last September. The first thing Davidson did was refresh the stores by enhancing the window displays and interior decor with more mannequins, decorative touches and furniture. She also made some key hires and converted a clearance space at 875 Washington Street in Manhattan’s Meatpacking District into a “swing shop” that changes its merchandise concept periodically.

Noting Scoop will integrate its online service with the stores, Davidson said online purchases can be returned to stores, which can access the site to help the customers purchase styles or sizes that may not be on the premises. The Web site, she said, will communicate with customers every week about new designers, fashion trends, gift suggestions and store events, and social networking formats are being considered for spring.

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