Dive Summary:

• This week, women’s footwear company Sam Edelman rolled out its first retail e-commerce site
• The company debuted in 2004 and the new online marketplace marks the first time the retailer will sell directly to consumers.
• Sam Edelman plans to expand its line of merchandise and begin offering women’s apparel next year.

Dive Insight:

The website is accompanied by the new “Sam’s Girl” blog which connects shoppers with the brand via social media. The retailer recently began carrying women’s fashion accessories to accompany its footwear line and will continue to expand its product offering into 2014.