Brand Alley’s new friends help boost online retailer’s sales by 60 per cent

Kasmira Jefford
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BRAND ALLEY, the online designer goods retailer, said an increasing number of consumers shopping via Facebook and their mobile phones helped drive a 60 per cent surge in sales last year to £28.9m.

The French company, which launched its UK arm in 2008, sells heavily discounted designer clothing, accessories and homeware in “flash sales” over one or two days.

“Things are extremely tough out there for consumers but they are very savvy in their shopping habits and always on the lookout for deals,” Feldman told City A.M.

“Our ongoing growth has been driven by the consumer need for value, quality products at a great price,” he said, adding that Brand Alley had saved its members over £67m last year.

Brand Alley generated £450,000 through its Facebook page alone in the fourth quarter, which gives followers the extra privilege of accessing flash sales of designer brands like Jaeger and The Kooples a day early.

Feldman said 20 per cent of customer purchases were made via its mobile platform.

Brand Alley, which is part-owned by News International, became profitable for the first time in the fourth quarter of 2011 and is set to make a profit this year, Feldman said.

Revenues across the group including France increased by 20 per cent to £125 from £104m in 2010.