A look at the new davidmeister.com.

David Meister has made it to the Web.

This story first appeared in the June 25, 2009 issue of WWD.  Subscribe Today.

After 10 years in business, the designer is launching his first e-commerce site today on davidmeister.com, which he views as a step toward expanding the Kellwood Co.-owned brand.

“Establishing our own retail identity will help position the brand for growth as we move into other product categories in the future,” said Meister, the brand’s chairman and creative director.

The new shopping site showcases the full David Meister collection, from daytime dresses to eveningwear. It also will sell a full range of women’s sizes, from 14 to 24, which Meister launched last year. In addition, the site offers customers photos from the red carpet, where Meister has dressed celebrities such as Diane Lane, Sharon Stone, Jennifer Hudson and Mariah Carey.

Davidmeister.com will incorporate the brand’s new social networking initiative by linking to the David Meister Facebook fan page, an effort to increase communication with customers.

Meister said he hopes to get into more categories, such as bridal gowns and shoes.

“The Web site will provide David’s fans with a larger selection of styles, colors and sizes, while also giving them a true taste of what the David Meister brand is all about — timelessness and sophistication,” said Eric Hunter, senior vice president of brand awareness at Kellwood. “We’ll market the brand using both traditional and nontraditional channels — through affiliate marketing programs and social networking. We want to find innovative ways to communicate to David’s consumers both online and off.”

The site, administered by Kellwood’s digital team, will be controlled out of the brand’s City of Industry, Calif.-based offices.

David Meister dresses are sold in high-end department and specialty stores, including Neiman Marcus, Saks Fifth Avenue, Bloomingdale’s and Nordstrom.