Gordon Segal continues to remain at the helm as CEO, but today Otto Group, the German mail-order giant, holds majority stake in the brand. Under Segal's leadership Crate and Barrel has expanded its retail presence from a single store to nearly 150 locations in the US—and recently announced its upcoming international debut in Toronto in Fall 2008.

Crate and Barrel has expanded its sourcing strategy to include products from countries like China, Mexico, and India. Despite the products' varied origins, all of them make a common style statement: contemporary, innovative, and functional design in the season's latest colors.

We pried open the Crate and Barrel website to see whether it is crafted with the style that is synonymous with its products.

The Crate and Barrel site reflects the brand's theme of clean, affordable, and modern living. The emphasis on product design and functionality is evident in the sharp and evocative images used to exhibit each product.

Navigating the different sections, from drinkware to gourmet foods, provides a comprehensive guide to Crate and Barrel's products. Each individual product page displays a description and price and is accompanied by a sidebar that highlights coordinating items that complement your selection. The thoughtful pairing of products (a set of coasters to go with that line of glasses, for instance) is an effective marketing tool that lures customers to make unplanned secondary purchases.

But this idea should be carried further. An attractive in-store feature is the collective display of Crate and Barrel products to illustrate the section of a house. This gimmick does not enjoy a complete manifestation online. For example, the product page for Sydney flatware features a "room view" photo of a set placed on a bamboo-looking placemat on a dark wood table and next to a decorative cloth napkin, but these other items are not identified. (We eventually located the Twig placemat and the Bonita napkin, but it took several clicks and a bit of hunting.)

In addition to categorically grouping products according to household function, it would be a good idea for the online brand to provide an option for customers to browse products according to hue or room type. Pottery Barn, a competing brand in the same segment, showcases a complete package of products according to room type.

The e-tail function is well developed, with a pop-up window confirming the addition of an item to the cart (which definitely beats going back and forth from the cart page to the section you were browsing). Also, what's also helpful is that shipping costs are noted beside the price of each item, so you will not have to wait till the last moment to calculate this potentially expensive addition to your bill.

Crate and Barrel understands that a large segment of its target audience consists of first-time homeowners and young, married couples, so it has a dedicated section for gift ideas and a gifts registry. The gifts section is arranged according to occasion, recipient, and price. A link at the bottom of the homepage also takes the user to a section on corporate gifts. The corporate section seems like an afterthought; it should be better integrated with the regular gifts section.

The Crate and Barrel brand is considered very choosy regarding its selection of products; multiple prototypes are considered before that particular chair arrives at the store. The Trends section of the site offers a peek into the brand's latest styles.

Crate and Barrel prides itself on its customer service. Online, the brand offers a helpful FAQ and lists a 24-hour, toll-free number. In order to encourage repeat visits to the site, the brand should introduce occasional sweepstakes or competitions, similar to those adopted by competitors like Bombay Company.

The About Us section provides an overview of the history of the brand and company values. A press room would be a value addition for investors, journalists, and curious customers who wish to learn about company developments beyond where the next store will open.

Overall the website, furnished with clean lines, excellent images, and a soothing color palette, is visually pleasing and easy to browse. However, the addition of regular interactive elements—like coupons, contests, and perhaps even a message board—will help make the web space as up-to-date as its products.