Pivot Rules Inc. in New York City said it plans to pursue a major presence in online commerce with the creation of a new independent division that will market discounted brand name apparel.
The as yet unnamed division will design and launch an Internet-based retail
store to capitalize on the growing popularity of e-commerce and the broad
appeal of discounted, brand name apparel and accessories, the company said.
The online store will sell brand name, first-quality, end-of-season and excess
merchandise directly to consumers.
“The interest is there, the technology is there, and the opportunity is
clearly there,” said Ken Seiff, chief executive officer.
Historically, it has been difficult to direct market excess and end-of-season
apparel to consumers. Limited quantities of merchandise, lack of complete size
scales, and constantly changing inventories have previously limited sales and
growth for direct marketing channels such as catalogs. However, the immediacy
and interactive nature of the Internet helps overcome these obstacles and
creates an entirely new selling venue, the company said.
The company’s core division designs and markets a collection of golf
sportswear under the Pivot Rules brand name.