A well-established discount fashion website has entered administration, placing 75 jobs at risk. BrandAlley, known for its members-only shopping experience, specializes in offering significant discounts on designer items, including clothing, beauty products, and homeware. The company launched in 2008 and built a strong customer base through flash sales featuring discounts of up to 80%.
Administration Announcement
BrandAlley has confirmed that it has entered administration. A report indicated that the business faces serious financial difficulties after nearly two decades of operation.
Details of the Situation
On May 29, Kiri Holland and Danny Dartnall from the accountancy firm BDO were appointed as joint administrators. The firm had a workforce of 163 employees, of which 83 will remain to facilitate the transition to a new entity, BrandAlley International Limited. Unfortunately, 15 employees will face redundancy despite efforts to explore other options, including a potential sale.
Operations Moving Forward
Customers can continue to shop on the BrandAlley website, with all current orders, returns, and refunds being managed by the newly established entity. The firm previously engaged Interpath to consider restructuring options, including raising debt or identifying a buyer.
Shopping Experience
- Typical transaction value exceeds £100.
- Hosts numerous flash sales daily.
- Collaborates with over 1,000 brands.
The future of the popular discount fashion site remains uncertain, but customers can still take advantage of its vast range of discounted products during this transition period. The next steps and implications for the company will be closely monitored, particularly regarding the remaining workforce and customer service levels.
