After entering administration last week, the members-only off-price fashion e-tailer BrandAlley has been sold via a pre-pack deal to a newly formed company, BrandAlley International Limited.
Of 163 employees, 88 were retained as part of the sale. A further 60 stayed on temporarily to support the handover, while 75 jobs were lost in total. Fifteen workers were made redundant immediately when administrators were appointed.
Customers have been informed that they can continue shopping on the site as normal. The new owner will honour existing orders, as well as refunds and returns.
A statement from BrandAlley said: “We’re pleased to share that BrandAlley has a new owner, marking an exciting new chapter for our business.
“Following a sale of the business, the BrandAlley website, brand and ongoing operations have transferred to a new owner. This secures BrandAlley’s future and means it’s business as usual for you, our customers.
“We’re excited about what’s ahead and grateful to have you with us. Thank you for being part of the BrandAlley community – here’s to the next chapter.”
The administration followed a process that had been running for several weeks. As reported by TheIndustry.fashion last month, BrandAlley had hired advisory firm Interpath to explore strategic options including a full or partial sale of the business. The company had initially considered a debt raise before broadening its search to include a potential investment partner.
Founded in 2008, BrandAlley operates a members-only model offering discounted designer fashion, beauty and homeware through flash sales, with discounts of up to 80%. The business had around 48,000 active customers and partnerships with more than 1,000 brands.
The company was originally launched through a joint venture between News International and BrandAlley France before being sold to Chief Executive Rob Feldmann and Chairman Bruce MacInnes in 2013. It later acquired several businesses including Achica.com, Cocosa.com, homeware brand Lombok, and in 2023, Internet Fusion Group, which brought logistics and customer service in-house.
