chief executive officer Tim DeMello describes his company not as an on-line grocery but a "full-service lifestyle solution." It's that distinction that will separate Streamline from its fledgling on-line competitors, DeMello said. "We're about the simplification of life, not about ordering groceries," said DeMello, speaking at the Donaldson, Lufkin & Jenrette Food and Drug Retailing Conference last week in New York. "We use groceries to enhance our relationship with our ...

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