Lillian Vernon Corp. has created a destination online devoted to showcasing its Lilly's Kids catalog, Multichannel Merchant writes (via MediaBuyerPlanner). The growth of Lilly's Kids resulted in half of online holiday sales for Lillian Vernon being kids-related. "Now we're able to make the Lilly's Kids home page entirely devoted to kid-related products," said Brad Sockloff, vice-president of e-commerce at Lillian Vernon.

Though LillysKids.com is not a separate website, users feel as if they are on a different site. "We didn't want to build and maintain a new site. We're managing both Lillian Vernon and Lillys' Kids off the same platform. It's been a growing business for us online, particularly during the peak season. We wanted to get this going during the off season and, hopefully, have it optimal by the back-to-school season in late summer," Sockloff said.