P&G Launching Online Store To Sell Some Key Brands

Procter & Gamble Co. (PG), looking to ramp up its U.S. sales in the face of retailer and consumer cutbacks, is launching a new online store that will sell some of its key brands online

P&G's new "eStore" comes as traditional retailers have reduced the variety of brands they carry and pushed their own private label products. P&G spokeswoman Tressie Long said Thursday the company sees the new online store as more of a "learning lab" where it can study consumers' online buying habits, rather than a direct source of sales growth.

P&G, which already sells its products online through the Web sites of such retailers as Wal-Mart Stores Inc. (WMT), says it will share what it learns with its other retailers.

The eStore will start as a pilot for 5,000 consumers in coming days. The site will carry only P&G products but will be owned and operated by PFSweb Inc. (PFSW), an ecommerce services provider.

-By Anjali Cordeiro, Dow Jones Newswires; 212-416-2200; anjali.cordeiro@dowjones.com

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