"Other companies make expansion look easy. Ritz Interactive, a privately held e-commerce company founded by Ritz Camera Centers' chief executive, David M. Ritz, not only sells digital cameras and video games but in recent years, has created sites like eAngler.com and BoatingOnly.com to sell $500 fishing reels and $6,600 ship radars.

Late last year the company added putters to its merchandise when it assumed the selling responsibilities for golfer Greg Norman's ShopAtShark.com store. Fred H. Lerner, chief executive of Ritz Interactive, said the company had had a dual interest in photography and boating since 1999, when Ritz Camera bought Boater's World magazine. "