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Ruehl, Abercrombie & Fitch's lesser-known older sister, has just launched its e-commerce site, The store currently specializes in handbags, cologne, and perfume geared for 22 to 35-year-olds, but will expand to include its entire assortment of apparel, jeans, and outerwear for Spring.

The Riley bag, shown second from the left above, which comes in Sienna or Chocolate and retails for $298, is a best-seller. Before you brush this aside and say that Abercrombie's not your thing, give the site a scan. Did I mention I can't wait to see what the clothes will look like?!

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