Living Direct Inc., an online retailer selling home products, has launched another niche site.

Earlier this month Living Direct launched IceMakerDirect.com. Living Direct operates various other niche web sites, such as CompactAppliance.com, and is No. 259 in the Internet Retailer Top 500 Guide.

The new web store, which  carries about 300 icemakers and related products, is in line with Living Direct’s business strategy of opening more niche sites where it sees an opportunity to leverage its knowledge and supplier network of appliances and housewares. “We saw a good demand for a niche in this space,” says Living Direct president Jason Roussos.

IceMakerDirect.com features both home and business products. Key features and functions include live chat, buyer’s guides and related product content, as well as videos Living Direct created with Invodo, an e-commerce and video services provider. “This is a category we know very well so there’s lots of product content,” says Roussos.

It took Living Direct, which generated web sales of $39 million in 2009, about 60 days to design and launch the site using existing templates from its other e-commerce sites. “We have a pretty good process for putting these together,” Roussos says.