Bookseller Borders returns to Web retailing
7:35 AM
Posted: Tuesday, May 27, 2008
DETROIT (AP) -- Borders Group is jumping back into online retailing with a Web site designed to evoke the feeling of browsing at a neighborhood bookstore, down to the popular shelves of staff picks that are familiar to its customers nationwide.
But after seven years paired with Amazon.com, analysts say it will be a challenge for the new Borders.com to step out of the shadow of the Web retailing giant.
"It's not the intent that we're going to out-Amazon Amazon at what they do," Borders Group Inc. President and CEO George Jones said earlier this year. "What we think is that we can still have a great, compelling offering."
Today's launch of the site comes more than two months after Borders announced it may put itself up for sale. Just last week, Barnes & Noble Inc. confirmed it put together a team to study the feasibility of a deal. But Jones says pushing forward with Borders' return to Web retailing is key -- regardless of whether a sale materializes.
But after seven years paired with Amazon.com, analysts say it will be a challenge for the new Borders.com to step out of the shadow of the Web retailing giant.
"It's not the intent that we're going to out-Amazon Amazon at what they do," Borders Group Inc. President and CEO George Jones said earlier this year. "What we think is that we can still have a great, compelling offering."
Today's launch of the site comes more than two months after Borders announced it may put itself up for sale. Just last week, Barnes & Noble Inc. confirmed it put together a team to study the feasibility of a deal. But Jones says pushing forward with Borders' return to Web retailing is key -- regardless of whether a sale materializes.
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