BrandAlley buys Country Attire and Surfdome owner out of administration

Off-price online retailer and members-only marketplace BrandAlley has bought “certain assets” of multi-platform e-commerce business and Country Attire and Surfdome owner, Internet Fusion Group (IFG), in a pre-pack administration deal.

The move “marks a significant strategic opportunity to enhance BrandAlley’s infrastructure”, and will render its operations more cost-effective.

In addition to IFG’s intellectual property across multiple domains, BrandAlley is acquiring the logistics operation and customer service division out of administration and preserving over 125 jobs. BrandAlley will not trade from IFG domains and will not be purchasing IFG’s existing payables or stock, but customer orders currently with carriers will be delivered.

Rob Feldmann, CEO of BrandAlley, said, “The IFG customer is very much aligned to our existing customer profile and the acquisition will enhance our existing operational structure to deliver the best possible service for our members.

“We look forward to welcoming over 125 new employees from IFG to the BrandAlley family, all of whom will be key in driving our exceptional customer experience.”

The investment comes at a time of focused growth for BrandAlley, following 15 years of successful trading and multiple acquisitions including Achica, Cocosa, Lombok and BrandAlley France. BrandAlley was founded in 2008 and launches over 20 new flash sales daily across fashion, beauty and homeware, offering up to 80% off.