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K-tel Targets Europe

Music retailer K-tel International Inc. Friday launched an e-commerce Web site in Germany that will cater to the Central European market of Germany, Austria, Switzerland and German-speaking Poland.

K-tel Shopping GmbH offers Europe's German speaking population a variety of products, including books, videos, music, auto accessories and fitness equipment.

The site is maintained by K-Tel's German subsidiary, Dominion Vertriebs GmbH, a direct-response marketing company. K-tel said its brand name is already recognized throughout Central Europe and is well known for music and fitness equipment sold through infomercials.

"Having been a pioneer in the German direct-to-consumer market since the mid-1980s, we are very excited about the prospects for K-tel Shopping GmbH given that Germany leads Europe in e-commerce," said Philip Kives, K-tel International chairman and CEO.

"We feel that we can become one of the better known e-commerce retail sites in Central Europe."

The company's strategy is to drive traffic to the site by plugging the Web site during its infomercials aired throughout Central Europe.