The Hearst Corp., Whirlpool Corp. and Boston Consulting Group are the initial investors in a new comparison shopping Web site, brandwise.com, which will launch in August. Brandwise.com is a new, independent, private company based in New York and headed by CEO Kathy Misunas, former CEO of the Sabre Group. The site will enable users to compare products evaluated by the Good Housekeeping Institute before making online purchases. The site will launch offering large household appliances and will expand to include other products such as consumer electronics, lawn and garden products, and power tools. Advertising Age incorrectly reported Women.com Networks, an online women's network formed by the merger of Hearst HomeArts and Women.com, was launching the site.
Copyright May 1999, Crain Communications Inc.