DVD and games etailer Play.com has launched an online clothing shop selling lifestyle brands such as Animal, Quiksilver and Bench, in an effort to grow its clothing sales.
The new shop features 15 brands alongside Play.com's existing offer of printed band T-shirts, which is aimed at 18- to 35-year-old music fans.
Play.com will sell pieces from the brand's current men's and women's ranges, and there is also a separate online accessories boutique selling bags, sunglasses and hats. Stock is updated regularly and is mostly full price.
Play.com chief operating officer Stuart Rowe said: "We have been around for 10 years and during that time we've expanded into different areas that are all linked. It makes sense for us to get more into clothing - it's a massive market."
Other online DVD and CD retailers that also sell clothing - including HMV.co.uk and CD Wow! - have a limited offer that includes mostly rock band T-shirts. But Rowe said the boardsports and casualwear brands on Play.com's site were a good fit with its fun and quirky image.
Rick Lowe, managing director of T-shirt label Joystick Junkies, which signed a three-month supply deal, said: "Our ethos is about video gaming, so it ties in well with Play.com and the demographic is exactly the same."