, the Eco-Friendly Destination, Slated to Launch Early Fall

Green Retail, Wholesale and Content Site to Go Green Online in Early Fall

West Palm Beach, FL, July 28, 2012 --(, THE Eco-Friendly Destination, Slated for Beta Launch in Early Fall

There’s a new online property coming to the internet this Fall and with it comes an interesting approach that may even create a new category in the green retail and wholesale space., based in West Palm Beach, FL is slated to launch a true green retail and informational content website with an aggressive plan to tap the Lifestyles of Health and Sustainability market (LOHAS). Under development for nearly two years, will be a complete destination for everything green.

According to the President, Jon Lappin, the concept has been fully researched over the past two years and offers several unique attributes and competitive advantages over the limited competition currently in the online space. “We have created a hybrid e-commerce and content driven environment that will act as The Eco-Friendly Destination on the web,” Lappin said. “Along with a deep selection of green products and real time information, research and education, we have forged significant partnerships that will allow us to reach mass audiences,” he added.

One of the strategic partners, Our Wonderful World, a highly popular and widely distributed green e-publication, will be the official publication of the innovative concept site. Sharon Quercioli, Publisher of Our Wonderful World, has been in the green space for several years. Quercioli not only publishes, but she manufactures, too. As the owner of Sprouts, an all natural paper and printing outlet, she creates flower seed-laden papers printed with soy-based inks for invitations, business cards, bookmarks, memorial cards and the like.

“ is the perfect vehicle not only for suppliers, but consumers as well. I’ve seen the impressive business plan and believe it will exploit all the important customer-facing initiatives current green retail sites (and most others) are not doing,” Quercioli said. “Through his research, Jon Lappin found that creating a value proposition as a destination will woo customers and partners, not just a site that screams, buy me!”

One of the fastest growing segments of the worldwide economy, green products will clearly outpace their traditional counterparts’ sales in the coming years as continued focus on the environment and regulation permeate legislation and political campaigns. Unwilling to disclose much of his marketing plan due to the sensitive nature of many of the competitive advantages, Lappin says will directly target the consumer – specifically the LOHAS demographic, widely considered the fastest growing online target. The online destination will also focus on green commercial and wholesale products with particular attention paid to certifications in an effort to thwart "greenwashing," which is when products falsely claim to possess green ingredients, attributes or practice fair trade.

With three key concepts in the marketing plan, expects to welcome millions of visitors in short order. In addition, the innovative site has already secured two national environmental talents to provide original music focusing on green initiatives, education, videos and more. The company has even created its own cartoon, utilities and unique features, which will have a number of applications the company will not divulge until after beta launch.

Excited about the prospects, Lappin points to Mintel Research’s findings that the green economy will hold steady at or above 6% growth through 2014 reaching an estimated $922 billion in sales. With limited competition, is well poised to be a strong player in the green retail space.

Lappin is no stranger to marketing as he is a former advertising agency owner in the New York area with clients such as Mercedes-Benz, N.A., New York Health & Racquet Clubs, The World Trade Center and Hitachi. He has also served as a marketing executive with Sharp Electronics and Ilford Imaging (International Paper) as well as a turnaround executive for a large nonprofit.

A Phase I (beta) launch will take place in late summer and a full launch is expected by year’s end. The site expects to have approximately 3,000 products at launch and nearly triple that number by the end of 2013.

For information about how to arrange an interview, become a supplier or investor or for press information:
Jim Cox