CheckOut site plays a new tune

CheckOut, which is backed by Hollywood exec Michael Ovitz, signed a deal last year with Wherehouse, becoming the exclusive online store for the music chain.

The new design will brand the commerce section of the site with Wherehouse's name, while the content section will keep the CheckOut moniker.

"The position we have been attempting to take from the start is that it's as much an entertainment destination as a commerce site," CEO Richard Wolpert said. "One of the things we've learned is that some people come wanting entertainment content and some come wanting to shop. We thought it would be better if it was clear and segregated."

CheckOut isn't the only company to look to an offline brand to help boost its recognition with consumers. Teaming up with a big name gives sites an edge in an increasingly competitive market.

KBkids.com for instance, was created last year when Consolidated Stores Corp. acquired BrainPlay.com.