SCOOP NYC TO GROW ON WEB

Byline: Anamaria Wilson

NEW YORK — Fashionistas no longer need to venture to New York or Miami for Scoop NYC’s trendy offerings.
The hip five-unit chain is taking its business to the Web. Expanding on its existing Web site, scoopnyc.com, visitors in the U.S. will be able to shop from a charmingly illustrated site that contains an edited selection of Scoop merchandise.
The site, which launches Tuesday, will initially focus on items that have been bestsellers in Scoop stores over the past six to eight weeks, like stretch Seven jeans, Michael Kors espadrilles and carved leather totes from T-Bags. The merchandise ranges from men’s and women’s apparel to accessories like belts, bags, jewelry and shoes.
Partner Stefani Greenfield said Scoop’s customer requests pushed the move to e-commerce. The site was previously info-only.
“We’ve had our site up for three years, and all we ever hear is when can we shop online?” said Greenfield.
The online shopping experience gives visitors tips on how to incorporate trends into their wardrobes, how to wear certain items and also offers blurbs on each piece’s fashion relevancy. Fabric content, size conversion charts, measurements and colors are also listed.
Once the site’s business gets under way, Greenfield foresees expanding its selection.
“We want to get online and communicate with our customers, see their reaction, and we’ll build from there. By fall, we should have much more of a product offering,” she said.
To ease fulfillment, the company ordered additional inventory, which is housed in its SoHo warehouse. “We’re treating it as if it is its own store. We’re not pulling inventory from our existing stores,” she said.
Greenfield declined to comment on the company’s investment or forecast for first-year sales.
“We want people to have fun on our site, just like they have fun in our stores. We want them to love the product and to come back because they got something on a timely basis.”

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