BabyPhat.com Relaunches

Article written by: Rodrick Rainey
Posted on: October 4, 2004

After a busy year, Baby Phat’s owner, Kimora Lee Simmons finds time for one more task. She has relaunched the multi-million dollar valued, e-commerce website, BabyPhat.com.

Being Baby Phat’s official website, it has been long past due for the new site layout. Problems before arose with the site as updates took longer than normal and people had issues with the amount of content within the site. Obviously, with the relaunch, Kimora wanted to answer all of her clientele’s issues by simply catering to their wants.

On the website, besides being able to browse clothing, now you can also preview everything from coming advertisement and promotion campaigns to the business’ future plans.

Also available on the site, under “our style”, you can find a long drawn list of celebrities who have worn Baby Phat in their videos, on a personal day to day business, or for magazine’s photo shoots.

When browsing past the “who wears Baby Phat” tab, you will also see “fashion shows”. This page is host to 4 of Baby Phat’s main fashion show debuts since 2002. “This is a great thing” according to Rodrick Rainey, Chief Operator at Urb1.com. “It gives people the opportunity to enter another level of the multi-styled Baby Phat clothing line. You don’t only see what’s in your local store, but you also get a chance to see things that didn’t necessarily make the shelves of your local store or their website.”

The relaunch of BabyPhat.com comes after an already successful year for Kimora Lee Simmons. Her Baby Phat Diva Trainers alone, helped propel Phat Industry shoe sells past major competitors, in many retail outlets across the nation. And not only did Kimora take part in that success, but she also launched the Simmons Jewelry Company, which should be debuting pieces in the media before the end of 2004.