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Online legwear leader creates premium promo

1/2/2014 is borrowing a page from the playbook of Costco and Amazon to create a membership-based program to appeal to those who regularly purchase leg wear.

Los Angeles-based Bravada International, operator of the Web site, said it would begin offering a premium membership program that offers a variety of benefits for an annual fee of $29.95. Customers can also participate in the program with a purchase of $100 or more.

Those who participate receive discounts of 25% or more off the retailer’s entire collection, free shipping upgrades and gift with purchase offers. The company said the program was designed as a maximum value program for customers who want to shop the world’s largest selection of women’s leg fashion regularly.

The company said the program was launched in December and the huge initial response was well beyond expectations, but it did not disclose details on the number of participants.

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