In the summer of 2005, The Museum of Modern Art launched a redesign of MoMAstore.org. Among the goals for the redesign was the creation of stronger visual ties between the Museum's main site, MoMA.org, and the on-line store. This paper will explore the development of the two sites, starting with a brief history and then looking at the current implementations. Topics to be covered include the relationship between the identity of the on-line retail environment and the Museum's overall identity, links and crossover between the two sites, and the impact one site has on the other. We will also discuss common functions, such as e-news, search, and traffic reporting.