BOSTON, March 21, 2011 /PRNewswire/ -- Rue La La, a leading private sale shopping destination, announces that it will host a unique boutique featuring special-edition Japan Relief T-shirts created by Tory Burch.

"The earthquake and tsunami in Japan triggered a need to help in all of us," said Ben Fischman, chief executive officer, Rue La La.  "We are honored to provide an opportunity for our members and employees to make a difference.  We are truly inspired by Tory Burch's response and believe that by bringing Tory Burch together with our members, we can generate a powerful means of support for the American Red Cross and the people of Japan."

The Tory Burch boutique will open at 3pm EDT on Tuesday, March 22, 2011, at www.ruelala.com/tory.  It will remain open for five days, longer than a traditional Rue La La boutique, which lasts for 48 hours.  All net proceeds will be donated to the American Red Cross to benefit earthquake and Pacific tsunami relief efforts in Japan.

"Our hearts are breaking for our family, friends and the millions in Japan and around the world affected by this devastating disaster," said Tory Burch, CEO, Tory Burch LLC.  "We want to do whatever we can to help this strong, resilient country."

The Tory Burch Japan Relief T-shirts were inspired by the national flag of Japan; they feature rows of flags mixed with a heart motif.  Tory Burch first posted the graphic to the Tory Blog with a message of support to those affected by the disaster.  The positive response from fans and readers was immediate. It inspired the company to turn the design into a t-shirt.

Shortly thereafter, Rue La La and Tory Burch arranged for a special online boutique to extend the access to the Japan Relief T-shirts by making them available to Rue La La's 3.2 million-strong community of members allowing for as much support as possible for relief efforts.

About Rue La La:

Rue La La is a Members-only online shopping destination for all things related to a life of style and a strategic partner to innovative brands looking for new ways to achieve their business goals.  Founded in 2008, Rue La La inspires its members daily with access to a curated selection of the most coveted brands and offerings in fashion, home, beauty, travel, and more within its 48-hour, private sale Boutiques. Rue La La is a GSI Commerce, Inc. company (Nasdaq: GSIC). Experience Rue La La by visiting www.ruelala.com.

About Tory Burch:

Tory Burch is an American sportswear brand with a global point of view. It embodies the personal style and spirit of its CEO and founder Tory Burch. Recognizing a void in the market for a designer aesthetic at a more accessible price point, Tory wanted to create a collection of chic, wearable clothing and accessories for women. Tory Burch launched in February 2004 as a lifestyle concept with a retail boutique and multiple product categories, including ready-to-wear, handbags, shoes, small leather goods and jewelry. The collection is carried at 45 freestanding Tory Burch stores across the US, Europe and Asia, www.ToryBurch.com and over 500 select department and specialty stores worldwide.

About the American Red Cross:

The American Red Cross name and emblem are used with its permission, which does not constitute an endorsement, express or implied, of any product, service, company, opinion or political position. For more information about the American Red Cross, please visit www.redcross.org.

Forward-Looking Statements:

This news release contains forward-looking statements within the meaning of the Private Securities Litigation Reform Act of 1995. All statements made in this release, other than statements of historical fact, are forward-looking statements. Actual results might differ materially from what is expressed or implied by these forward-looking statements. Additional information about potential factors that could affect GSI Commerce can be found in its most recent Form 10-K, Form 10-Q and other reports and statements filed by GSI Commerce with the SEC. GSI Commerce expressly disclaims any intent or obligation to update these forward-looking statements.

SOURCE Rue La La