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Milly Launches E-Commerce



    The slow but steady march of retail brands to the Internet continues this week, as ladylike label Milly launches e-commerce.

    As the Milly brand aims to expand its business beyond the Tokyo flagship and distribution throughout high-end US department stores, its presence on the web will actually precede their brick & mortar entree to the country.  The e-shop has launched with a plethora of fun features, and business manager (and husband to designer Michelle Smith) Andy Oshrin told WWD that they're close to signing a lease on Madison Avenue.

    Until then, the website will allow consumers to purchase the full Milly line including apparel and jewelry, with handbags and small leather goods rolling out in spring 2011. Milly product specialist Kerry M. will be taking questions via email, with a promise to respond within 24 hours -- a personal touch we're sensing is becoming a trend, as Alberta Ferretti will be doing something similar in offering her own advice to VIPs via her new website. There's a Shop the Runway page with streaming video, as well as sneak peaks within Michelle's studio and creative process. Insiders are confident the Internet debut will pave the way for further expansion, so stay tuned for lots more Milly.