Interactive content producer iVillage announced partnerships with 11 retailers that will open stores on iVillage's Parent Soup
, a parenting-oriented online service available on America Online and the Web. Partners include Avon, CDnow, Greet Street, KidSoft and Starbucks Coffee Co. Instead of presenting the retailers in a mall-type concept, iVillage will work with merchants to develop online marketing and promotional programs that tie in with Parent Soup's content. The shopping environment is under the purview of Elaine Rubin, senior VP-interactive commerce, who helped make 1-800-Flowers an online success.