This market is very competitive and complex. The distributors sell other products as well, including T-shirts made by Fruit of the Loom’s competitors. Therefore, the relationships between Activewear and its distributors are critical. To boost these relationships, Fruit of the Loom decided to develop and maintain an individual Web commerce site for each of its 40 key distributors on the Internet. Each of the 40 sites includes a color electronic catalog, inventory level information, buyers’ credit availability, and ordering forms. Both the shirt printers and the retailers enter the distributors’ sites to facilitate their own back-office operation of inventory and billing. The distributors are allowed to advertise and sell other vendors’ products on the Web site. This way Fruit of the Loom commits itself to supporting a system that benefits all channel members in a link that starts with its own site.