Beauty Direct gets into knickers

Online retailer Beauty Direct is poised to try and bolster its fortunes with a move into jewellery and lingerie.

Online retailer Beauty Direct is poised to try and bolster its fortunes with a move into jewellery and lingerie.

The domain names jewelsdirect.co.nz and lingeriedirect.co.nz were registered by the company last month and founder and CEO Bronwen Evans says both new lines could be up and running within a couple of weeks.

The lingerie line will mark a new strategy for the company, in the shape of a partnership with an as-yet unidentified retailer.

The company has struggled since it listed on the NZSE a year ago, with its shares falling from 32 cents to nine cents as the dot-com backlash took hold.

Last week the former office furniture company Damba Holdings bought 3.1 million shares, representing an 11.4% stake in the company, making it the second largest shareholder behind Evans. Damba managing director Simon Wallace and investment team member Ian Smith are to join Beauty Direct's board to pursue an emphasis on growth.

Evans says the new lines for the company reflect feedback from existing customers for its cosmetic and health care products.

"Obviously we've got a client base which is predominantly female, so we've talked to our customers and asked them what sort of things they'd buy from us and looked at expanding that."

The company has also registered some other domains which Evans says represent opportunities "a bit further down the track - we're just looking at our options". These include pharmacy277.co.nz (Beauty Direct's Newmarket office is near the well-known 277 mall on Broadway), onlineshoppingmall.co.nz and cuisinedirect.co.nz.

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