Dollhouse has launched an online store. Shop.dollhouse.com features Dollhouse apparel, the Paris Hilton clothing line, and coming this fall, the much anticipated Danity Kane for Dollhouse denim line.

“Adding e-commerce to our website is an extremely important and impactful initiative with huge implications for our brand,” says Deke Jamieson, VP Marketing at Dollhouse. “This is really no different than opening up a retail store. It is a business unto itself and must be managed accordingly. We expect this to significantly enhance our overall brand positioning and bottom line while providing a complete brand experience for our loyal customers.”

The new site, which takes after the company website’s visual design and color scheme, offers stimulating audio-visual content including interactive features that enhance the overall brand experience. It also features a “wish list” that can notify a customer as soon as an item goes on sale or if the item is about to sell out. Customers can even find, view and share the “wish list” with their friends.

Dollhouse, which added a web and e-commerce manager to its team to bolster the initiative, is currently distributed across the United States and internationally in better department and specialty stores. The brand has licensees in the United States and Canada, including Dollhouse outerwear and Dollhouse footwear that will be added to the online store this fall.