BrandAlley

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BrandAlley is an online fashion retailer based in the United Kingdom. The company runs flash sales across designer brands, launching multiple sales each day which typically last for a week at a time. [1] The site offers womenswear, menswear, children's collections, homeware and beauty products. BrandAlley ships to the UK and Ireland.

Contents

History

BrandAlley UK was launched as a joint venture between News International and BrandAlley France, in 2008. In 2013, the company was sold in a management buyout to CEO Rob Feldmann and Chairman Bruce MacInnes. [2]

In 2010 BrandAlley sponsored ‘The Naturally Fashionable Garden’ at Chelsea Flower Show designed by British landscape designer Nicholas Dexter. [3]

BrandAlley went on to sponsor subsequent gardens at Chelsea Flower Show in 2013 and 2014, both designed by award-winning gardener Paul Hervey-Brookes. [4] [5] [6]

The business received investment from a Chinese e-tailer Vipshop in 2015 for a minority stake in the company. [7] BrandAlley were shortlisted for a Drapers award in 2017, under the Pure Play E-tailer Of The Year category, alongside ASOS, The Outnet and Boohoo. [8]

In February 2018 BrandAlley purchased homeware and beauty e-tailer Achica in a cash deal from the Dunelm Group. The deal added 200 new beauty, homeware and furniture brands to the BrandAlley business. Under the deal BrandAlley acquired 33 Achica staff, bringing the total number of UK employees to 85. [9] [10]

Business

BrandAlley visitors must be members in order to access sales, signing up is free. [11] Launching new sales every day, BrandAlley notifies members of daily offers through email, as well as social media channels and its website. [12]

Limited product availability incentivises customers to buy; items are reserved for 15 minutes once customers place them in their basket, after which they are released to other shoppers. [13] Delivery lead times vary between 2–28 days depending on how the logistics for sales are handled. [14]

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References

  1. ↑ "Online retailer witnesses 40% revenue rise with AI platform". www.dataiq.co.uk. Retrieved 2018-09-28.
  2. ↑ "Exclusive: BrandAlley UK acquired by its management team in MBO". Drapers. Retrieved 2018-09-28.
  3. ↑ Fortnam, Joanna (2010-05-25). "Chelsea Flower Show 2010: pick of the Small Gardens". ISSN   0307-1235 . Retrieved 2018-09-28.
  4. ↑ "RHS Chelsea Flower Show - Garden 10: The BrandAlley Garden - BBC Two". BBC. Retrieved 2018-09-28.
  5. ↑ "BrandAlley to showcase new garden at RHS Chelsea Flower Show - DesignCurial". www.designcurial.com. Retrieved 2018-09-28.
  6. ↑ "Celebs turns out for opening of Chelsea Flower Show". HELLO!. 2014-05-19. Retrieved 2018-09-28.
  7. ↑ "BrandAlley receives multimillion-pound investment from Chinese etailer". Drapers. Retrieved 2018-09-28.
  8. ↑ "Drapers Awards 2017 shortlist revealed". Drapers. Retrieved 2018-09-28.
  9. ↑ "Achica debuts fashion after BrandAlley purchase". Drapers. Retrieved 2018-09-28.
  10. ↑ "Dunelm logs brisk sales growth, but profit margin sinks". Financial Times. Retrieved 2018-09-28.
  11. ↑ Qureshi, Huma (2009-04-23). "How to buy designer clothes for less". the Guardian. Retrieved 2018-09-28.
  12. ↑ "Online retailer witnesses 40% revenue rise with AI platform | www.dataiq.co.uk". www.dataiq.co.uk. Retrieved 2018-09-28.
  13. ↑ Rahim, Hajra (2018-05-14). "3 tips on how to upsell effectively". The Telegraph. ISSN   0307-1235 . Retrieved 2018-09-28.
  14. ↑ Gammell, Kara (2011-05-28). "How to bag a bargain in a flash". ISSN   0307-1235 . Retrieved 2018-09-28.
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