Purpose – This paper seeks to explore antecedents for online success and conceptualizes the stages by which a small‐sized “pure‐player” has achieved profitable and sustainable e‐retail in the fashion sector by utilizing a multi‐niche strategy involving an e‐portfolio of five...

Full-text of this article is not available in this e-prints service. This article was originally published following peer-review in International Journal of Retail & Distribution Management, published by and copyright Emerald.