Sitting within Times Online's shopping section, Gardens Direct (www.timesonline.co.uk/gardensdirect) will offer editorial content and e-tail services.
Plants, decorative items, summerhouses and gazebos will be sold via the site. It will also offer gift services, allowing users to send items with a personal message from the web store.
A wildlife section will host plants for butterflies and birds, bird-feeders, homes and shelters for small garden animals.
Users will also be able to email specific gardening questions to the site's experts.
Rebekah Billingsley, business development manager at Times Online, said the service aims to bolster Times Newspapers' online business strategy and give its users a richer experience. "We will use our brands to leverage better deals for our readers online via a range of Times- and Sunday Times-branded shops," she said. "This is a natural progression for the News International Enterprise Department."
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