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A Return to Retail

Pure-play ain't what it used to be- some bricks and mortar is what your dotcom needs.

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This story appears in the September 2001 issue of Entrepreneur. Subscribe »

In the traditional realm of business, you open a retail store first and then eventually launch a Web site. But now that we've experienced the dotcom revolution-and counter-revolution-many of the surviving dotcoms that skipped that first step are starting to realize the benefits that come from opening a brick-and-mortar location.

For some, branching out at the right time offered the chance to extend their life spans. "We realized very early that we could not exist purely as a dotcom," says Sal Perisano, 50-year-old co-founder, chair and CEO of iParty Corp., a publicly traded retailer of party supplies. "We knew we needed some terrestrial link, some other reality other than a virtual company, to bolster what we were doing."

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