N Brown’s CEO, Alan White, is launching a shoe retailing website called “VivalaDiva.com,” which is intended to become a special online shopping experience for women. N Brown, which claims to be the UK’s leading direct home shopping company, aims to become the country’s number one online retailer for women’s footwear, and hopes to make sales of £4.8 million (e6.9m-$9m) within the website’s first year of trading. It forecasts a 30 percent year-on-year growth. Due to be launched later in the Fall, VivalaDiva will offer dozens of brands, including Hobbs, Schuh, Miss Sixty, Birkenstock and Clarks. It will feature a “couture boutique” selling British and foreign designer footwear for Spring/Summer 2005. These labels are to be announced soon. Additionally, the site plans to sell private label footwear and accessories, including special style-focused storage boxes. According to a survey of 2,500 women commissioned by the website, 43 percent of respondents said they found the internet more convenient than the high street for buying shoes, while three in 10 found online prices more competitive. Last year the N Brown group made revenues of over £57 million (e82m-$106m) from the sale of 2.5 million pairs of shoes via its distance shopping channels.