Too hot to handle

Honeyshed, a web shopping venture launched by Droga5 and backed by Publicis, is shuttering at the end of the week for financial reasons.

"Honeyshed was a great experience and an idea we all firmly believed in," founder David Droga stated somberly. "Sadly our ambitions weren't quite in sync with the economy."

The site launched as a branded entertainment experiment in 2007. It relaunched in November 2008 with less nebulous expectations: to become a trendy web version of QVC, a TV-based home shopping network.

With help from attractive young hosts and up-and-coming designers, the site promised users a new discount on apparel or accessories every day. Still, the dizzying array of hip content and half-serious retail model had trouble drawing both advertisers and long-term viewers.

Publicis reportedly invested $25 million in the venture, according to Creativity Online. Following a yearlong beta, ex-Digitas exec Stephen Greifer became CEO.