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McLemore declined [to sell WebMagic’s Pets.com business]. Within days, the Pets.com founder scored a $10 million investment deal led by the VC firm Hummer Winblad…

Pets.com hails from rather humble beginnings, when in 1994, a savvy 31-year-old entrepreneur, Greg McLemore, registered this first-tier domain name. Not until 1998 did McLemore’s Web design firm, WebMagic, launch Pets.com, incorporating content, community, and commerce. . . . Pets.com was not McLemore’s or WebMagic’s first claim to fame. His Web design firm has been moving behind the scenes for quite some time, having the presence of mind early on to snap up other high-profile domains. In fact, it was Toys.com that first spelled success for McLemore.

Newcomer Pets.com . . . has positioned itself as a strong contender with some 10,000 pet items for sale, content that includes an online lawyer and an anchor position on America Online, according to McLemore.

Greg McLemore, a founder of Pets.com who currently is senior vice president for business development, said Amazon was chosen as a major investor because ‘they have a lot of successful experience in electronic commerce.’

Pets.com is the largest pet company on the Internet, specializing in popular and rare pet accessories, products and food. . . . Founded by established Internet entrepreneurs Greg McLemore and Eva Woodsmall in 1998, Pets.com is a spin-off of WebMagic, . . . an Internet incubator that has launched several sites including Toys.com.”

Expanding its retail scope, Amazon.com has invested in start-up Pets.com. . . . Pets.com, founded in 1998 by Greg McLemore and Eva Woodsmall, specializes in popular and rare pet accessories, products and food for all types of animals.

The purchase of the stake in Pets.com, which sells pet products including food, health aids, grooming devices, feeders and furniture, is just Amazon.com’s latest move to branch out into other categories.

Pets.com is only the latest venture to be spun out of McLemore’s Internet e-commerce incubator WebMagic. Previously, McLemore helped launch Toys.com which eventually merged with eToys. . . . Other WebMagic spin-offs have included Sports.com and Cooking.com.