The CE Market for Women
By David Dritsas and Janet Pinkerton
HerHifi.com is a bet that women like and will buy consumer electronics in volume. And Laurie Novi, Kate Connors and other employees and board members at parent company Hifi.com so far are willing to take the gamble.
Hifi.com was originally the online retail portal for Cambridge Soundworks, first launched in 1995. In October 1999, Hifi.com reorganized itself into a full-blown e-tailer, offering products from several other manufacturers. In February 2000, Hifi.com launched HerHifi.com, a Web site that sells the same products but gears the site's look and information to appeal to women.