Handbag.com edges closer to decision on US launch

 

Handbag.com, the lifestyle website for professional women, is on the verge of launching into the United States and is holding a crunch meeting this week to decide whether to go ahead with the plan.

The site, owned by the Barclay brothers' Press Holdings, has already carried out two waves of research, through OMD International, to see if it is feasible for the site to launch into the US.

The company has also researched the possibility of launching into three other countries, although the US will definitely be the first overseas launch.

Nancy Cruickshank, managing director of handbag.com, said the company was "95% of the way there" about the decision to launch in the US, although there were still aspects to be considered, like whether to launch with a partner.

The launch will be competing against iVillage in the US, the site aimed at women which has content including beauty, health and fitness.

Cruickshank added: "iVillage is a very different proposition. It's much more community focused with issue-based stuff, like health and runaway kids. Handbag is about inspiring, advising and entertaining - it's a unique proposition for that market."

Meanwhile, the handbag.com group has appointed search marketing specialists Greenlight for search engine optimisation and paid-for search for all four of its sites.

As well as handbag.com, the group publishes getlippy.com for teenagers and recently launched two new sites for mothers - gomamatoday.com and allaboutyou.com.

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