CALIDA, the bodywear specialist, is to launch a new e-commerce service this month.

CALIDA's first electronic shop is due to open in the UK in the next few days. The UK market has been selected as the testing ground for this new project. Electronic CALIDA shops are scheduled to open next spring in Switzerland and Germany, and they will be operated in close cooperation with existing retailers.

The UK has been chosen as the company's trial e-tail market. The new website will allow UK shoppers to select items from the Calida basic daywear and nightwear collections for women and men, order goods online and have them delivered to their home. The UK is an ideal test market, the company said, because the Calida brand is not represented by dedicated retail outlets there. The experience gained by operating the UK site will be evaluated by CALIDA and will form the basis for services in other markets.

The site at provides information about the company and Calida collections. From Spring 2001, shoppers will be able to order products at this virtual marketplace.

To place orders, shoppers first browse through the e-shop's collections of basic daywear and nightwear for women and men and select the garments they wish to purchase. The next step is to chose a CALIDA shop from a list sorted by region of all shops in the CALIDA portal (this list will eventually be extended to include all retailers wishing to participate in the scheme) simply by clicking on the store name. The order is then sent to the outlet's electronic mailbox. Within 24 hours the retailer will deliver the selected goods to the shopper's home. Payment by credit card makes this service simple and secure.

Initially, the scheme will include all CALIDA shops; later, after completion of the introductory phase, this will be extended to include all CALIDA stockists interested in participating.