Ralph Lauren’s Polo.com is slated to debut this weekend with an initial base of some 600,000 registered shoppers who’ve signed up for the site online since Lauren announced plans to launch an e-commerce site last February. The site is the creation of Ralph Lauren Media, which was formed early last year with the 25% backing of network NBC to develop polo-branded media properties for the Internet, book publishing, television and feature film production.

Polo.com will offer polo-branded clothing, accessories and fragrances, in addition to vintage items, travel style tips and opt-in video entertainment. Shoppers can search by item, category or lifestyle, with the support of e-mail, live chat and toll-free telephone customer service. A feature called Polo Radio offers streaming audio to match the music heard in Polo stores.

“Polo.com allows our customers the opportunity to literally jump into and interact with the world of Ralph Lauren,” said David Lauren, Ralph Lauren Medias chief creative and marketing officer. “Now a person can not only see our lifestyle advertisements, they can buy the beautiful outfit, they can read an interview with the model that’s wearing it, and even book a trip to the location where the ad was shot.”