Underneath.com demonstrates small niche retailers can still achieve success on the Internet

Small eRetailers can be successful online as demonstrated by Innovative Internet Ideas, Inc.. Since 1997, the company has managed to build Underneath.com into a successful and, according to the company, a profitable Internet business, without spending millions on marketing.

``Despite the recent blood bath of many eTailers, we are making money on the Internet,'' says Jeffrey Johnson, CEO of Underneath.com. ``With our 6 employees, frugal spending and practically no debt, our company has positive cash flow and is growing one employee at a time as sales and profits increase.''

The website has been developed entirely using Microsoft FrontPage and hosted on EarthLink.

Since Intimate Apparel is practically worn by everyone and is not normally ``tried-on'' before purchasing, it is ideal for selling on the Internet. Return rates are less than 1% at Underneath.com. The website has over 10,000 affiliates and over 142,000 unique visitors per month.

The company expects to add undergarments for children this quarter, as well as a department for plus-sized women and specialty underwear for people with bladder-control issues. The goal of the site is to be the popular source for the intimate apparel needs of people throughout the world and to make shopping for underwear fun.

12/07/00 Source: Innovative Internet Ideas, Inc.