Flash-sale e-retailer Ideeli Inc. has redesigned its site and changed its name to ideel. The ideeli.com URL now redirects to ideel.com.
Ideeli, which Groupon Inc. bought earlier this year for $43 million in cash, launched the revamped ideel Thursday.
“Coco Chanel once said that simplicity is the keynote of all true elegance,” says Lisa Kennedy, head of Ideel, in a blog post announcing the new name and look. “In order to help customers achieve style and elegance in their daily lives, we have to first lead with a simple and elegant name and design. And we think the new look and feel of ‘Ideel’ helps us get closer to that ideal.”
Groupon hired Kennedy last year as a vice president and general manager of its Groupon Reserve service, just months after her short tenure as CEO of flash-sale retailer Totsy.com, which went out of business in June 2013.
Ideel also added a points-based loyalty program that shoppers can apply to purchases. Ideel says it will now host more plus-size sales and has added 150 brands to its offerings, including upmarket brands such as Salvatore Ferragamo and Rachel Zoe.
Ideeli Inc. is No. 150 in the 2014 edition of Internet Retailer’s Top 500 Guide, with Internet Retailer-estimated 2013 web sales of $180 million. Groupon Goods, the division of Groupon that sells physical goods, stands at No. 44.
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