 Online fashion company Dolls Kill later licensed the Delia's name and re-launched it as a sub-brand in November 2018, with its clothes available online and through pop-ups in Los Angeles and San Francisco.One company focus was its Gen Y understanding, as reflected in its use of the internet for furthering brand identity.It direct-marketed teenage girls, and in 1998 launched the non-commercialized girls website gURL.com, which focuses on issues such and sports and dating, and which it linked to its own homepage.