Liz Claiborne & Lands' End are among a number of retailers who have joined to launch, an online shopping site for plus sized women.

Targeting what has previously been considered a 'niche' market, yet accounts for sixty-five million American women or half of the country's female population, the new site features patent pending technology and promised to offer members "a unique communication and shopping experience."

Retail partners also say that they are excited about the possibilities: " is a great opportunity to bring unique Elisabeth fashions to the consumer in her home or workplace,'' said Brad Lenz, vice president e-commerce, Liz Claiborne Inc.

"We look at this as an opportunity to bring the Lands' End brand to a market that might not be aware that we carry their clothes,'' adds Terry Nelson, e-commerce marketing manager, Lands' End.

Other retailers featured on the site include Spiegel, Nordstrom, Newport News, and Coldwater Creek. Ulla Popken, Europe's largest plus size retailer with over 300 locations and worldwide catalogue operations, is also working with to strengthen its US sales and exposure.