Oxygen Media Monday launched its first e-commerce initiative, shop.oxygen.com, with initial merchandise offered tied to the network's popular Bad Girl's Club series.
The site, which launched Monday, was developed with partner Delivery Agent Inc., a leader in "shopping-enabled entertainment." Delivery Agent built, hosts and manages the network's e-commerce initiative.
The cable series will debut its latest season on Dec. 2, and the print and outdoor campaign for the new skein also began Monday.
The series-related merchandise includes yoga pants, T-shirts embellished with “bling” and accessories like "Devil Dust" glitter and jewel-shaped ice trays. Most of the merchandise will retail for under $30.
"Gen O Oxygen viewers love to shop online and in stores and view it as entertainment. We made our products beyond the typical TV-based fan gear, and created our fashionable, trend-setting items at a price point that's affordable," said Oxygen Media general manager Jason Klarman in a prepared statement.