iVillage buys Internet Baby

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Online community iVillage announces March 23 that it has purchased the online commerce site Internet Baby and is branding it as the online store iBaby. The new company is a joint venture and will offer baby products and gift services, including strollers, car seats and baby bedding.

Elaine Rubin, iVillage's chief online commerce strategist, will be iBaby Chairman and Gavin Mandelbaum, Internet Baby's founder and president, will serve as iBaby's president. iVillage said to expect similar iVillage e-commerce brands in the next two years.

Copyright March 1998, Crain Communications Inc.

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