Reply #6: Borders returns to Web retailing after 7 years

[ozymandius]

DETROIT - Borders Group is jumping back into online retailing with a Web site designed to evoke the feeling of browsing at a neighborhood bookstore, down to the popular shelves of staff picks that are familiar to its customers nationwide.

But after seven years paired with Amazon.com, analysts say it will be a challenge for the new Borders.com to step out of the shadow of the Web retailing giant.

"It's not the intent that we're going to out-Amazon Amazon at what they do," Borders Group Inc. President and CEO George Jones said earlier this year. "What we think is that we can still have a great, compelling offering."

Tuesday's launch of the site comes more than two months after Borders announced it may put itself up for sale. Just last week, Barnes & Noble Inc. confirmed it put together a team to study the feasibility of a deal. But Jones says pushing forward with Borders' return to Web retailing is key — regardless of whether a sale materializes.

The centerpiece of the site is "The Magic Shelf." In addition to sections for new books, CDs and DVDs, it also includes staff picks and a "Picked For You" section of personalized recommendations.

http://news.yahoo.com/s/ap/20080527/ap_on_re_us/borders_goes_online