Byline: Julie Naughton

NEW YORK — Just over a month old, legwear Web site has a new goal: to significantly expand its beauty business.
The Web site already carries 125 health and beauty aid stockkeeping units. Pulled from 26 brands, the sku’s include foot massagers from Conair, leg creams from Swiss Balance, aromatherapy items from Kneipp and beauty kits from Lucky Chick.
According to Alison Weil,’s director of leg care, the aim is to double the number of beauty sku’s within the next two to three months.
“We’ve only been up for a few weeks, but we’re already seeing strong business with our leg-care sku’s,” she said. While she wouldn’t talk exact percentages, she said that she expects leg care’s percentage of the overall business to be in the “double digits” by the end of the year.
“Our aim is to give consumers top-notch brands that aren’t available everywhere and that are designed to keep legs healthy and beautiful,” she said.
The site, which went live the first week in February, is based in Stamford, Conn., and was founded by Preston Hammer, formerly a managing director for Bear Stearns. Targeted at 29-to54-year-old women, the site is available to U.S. consumers only, although there are plans to take the site international in the near future, said Weil. currently breaks down leg care into five broad categories: skin care, featuring moisturizers, stretch-mark treatments and massage oils; hair removal, with depilatories, hair-removal appliances and pricy razors; nutritional supplements, which include anticellulite vitamins, and spa treatments, with massage sandals and footbaths. will next add leg makeup and concealers, nail polish, “special effects” items like body shimmers and self-tanners, said Weil. It will also add to its existing store of moisturizers, exfoliators, sun care, high-priced razors, massage creams and implements.
There are also plans to add leg jewelry, such as ankle bracelets and toe rings.
“As we grow, we would also like to boost our presence in the hair-removal category, which is a key issue for the women shopping our site,” said Weil. “Skin care currently is and will continue to be a focus segment for us.”
Cross-merchandising of legwear and leg-care sku’s will continue, but on a larger scale, Weil said.
“We’re already seeing success with this strategy — for instance, cross-merchandising maternity hose with pampering products like massage oils,” she said.

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