Borders Group Inc. views the launch of its new web site as a chance to control its own destiny and help spur a turnaround at the book retailer, executives said in an interview on Tuesday.

Borders has been running its site in an alliance with Amazon.com. Amazon has operated the site, while Borders got a portion of the sales from Borders.com.

But that will change in its fiscal first quarter when Borders’ agreement with Amazon is no longer in effect, and it launches its new Web site on its own.

“We’re literally starting with a blank page,” said Rob Gruen, executive vice president of merchandising and marketing at Borders, of its efforts to build its own Web site.

While the retailer may be late to the game, executives said that developing a site from scratch has allowed it to closely integrate its online efforts with its store operations and try to mimic an in-store experience online.

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