Service Merchandise is reinventing itself as an online merchant with a business model that allows manufacturers and other vendors to act as partners. The company offers a wide selection of jewelry as well as home and garden products, toys, and small appliances on its Web site, www.servicemerchandise.com. The program will allow many vendors to offer their products online for the first time.

Service Merchandise was founded in 1934 and at one time had 413 stores and $4 billion in revenues.