After following the lead of many women’s apparel companies and flirting with a younger demographic, Chadwick’s of Boston is done playing the field, CEO Aldus Chapin II said.

A unit of $1.3 billion apparel and home goods marketer Brylane (owned by French catalog/retail giant Pinault-Printemps-Redoute), Chadwick’s had its first foray with pay-for-performance online ...