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IVillage sells off iBaby

Published on .

Shares of women's site iVillage closed at $8.94 July 7, up about 5% the day after it sold the assets of retail site iBaby to its e-tailer rival Babygear.com. IVillage's stock is still far from its 52-week high of $67.88. Under the terms of the deal, iVillage will take an equity stake in Babygear. It's also signed a five-year marketing agreement with the e-tailer; iVillage will feature Babygear on its homepage, as well as in its parents and shopping channels. The move is seen as iVillage's attempt to focus on content, rather than running its own commerce sites.

Copyright July 2000, Crain Communications Inc.

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