Surf, Sun and Sales: E-tail Made Simple
By James Maguire
June 18, 2004
By his own admission, Fredy Riehl is not a computer whiz. He'd rather be surfing -- that is, on water -- than juggling FTP commands and handling style sheets. But it was Riehl who built Brave New World's BraveSurf.com, and one tool in particular made it possible: Actinic, his e-commerce site building software. "It makes me look professional," Riehl says.
Brave New World is a New Jersey-based water sports retailer where Riehl had previously worked in offline retail. But bitten by the e-commerce bug two years ago, he left to found surf gear site eWaterborn.com -- which quickly found success selling through eBay. Shortly thereafter, he returned to Brave New World -- this time to head up the company's e-commerce efforts, which had yet to produce a live, standalone storefront site.
Despite his earlier efforts in e-commerce, Riehl was still a relative newbie when it came to selling through a dedicated storefront. That's why he gives much of the credit for his achievement with BraveSurf to Actinic, which is built by a British company of the same name and is offered to the site through its hosting provider, SureSolutions, which is also Actinic's U.S. distributor. >> read more>> |
