The footwear e-tailer launched in 2006 by Gap Inc. will begin selling apparel in mid- to late August, initially offering about 65 brands, from Juicy Couture to the less widely distributed Riller & Fount. There will also be an extensive denim offering from 14 brands such as AG Adriano Goldschmied, Rich & Skinny, Joe's Jeans, Work Custom Jeans and Seven for All Mankind.

"We're growing very rapidly, and our growth is significantly outpacing the industry," said Jennifer Gosselin, vice president and general manager of Piperlime.com. "We have millions of very fashion-involved customers. Apparel was clearly the place we should be going." Nor is Piperlime.com stopping at apparel. "Jewelry is a category we’re considering, and we'll continue evaluating categories as we go," Gosselin said. "We will follow the customer. Other categories are not out of the question."

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The customer Piperlime.com is targeting customers 25 to 45 years old. Heather Archibald, senior director of merchandising, Piperlime women's apparel, said the site is being sensitive to price and there will be a section with items under $100. On the high end, leather jackets will be priced from $340 to $750. Key items include KAIN silk T-shirts for $88 and $92; Paul & Joe's Sister flutter-sleeve blouse for $168; a Twelfth Street by Cynthia Vincent faux fur vest for $325, and Seven For All Mankind distressed jeans for $225.