May 3, 2023

BrandAlley acquires Internet Fusion Group preserving jobs at Kettering distribution centre Credit: Shutterstock.com/ g-stockstudio BrandAlley, the off-price premium and luxury brand e-tailer, has purchased certain assets of Internet Fusion Group, a global multi-platform e-commerce business, that includes Country Attire and Surfdome, as part of its expansion plans. The move marks a significant strategic opportunity to enhance BrandAlley’s infrastructure and will render BrandAlley 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, however customer orders currently with carriers will be delivered. The investment comes at a time of focused growth for BrandAlley, following 15 consecutive years of successful trading and multiple acquisitions including Achica, Cocosa, Lombok and BrandAlley France. 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 acquisition was delivered in conjunction with Director of M&A Advisory, Simon Smith of Full-Pitch Consulting. Legal advice was provided by Rob Russell, DLA Piper. A message from the Editor: Thank you for reading this story on our news site - please take a moment to read this important message: As you know, our aim is to bring you, the reader, an editorially led news site and magazine but journalism costs money and we rely on advertising, print and digital revenues to help to support them. With the Covid-19 pandemic having a major impact on our industry as a whole, the advertising revenues we normally receive, which helps us cover the cost of our journalists and this website, have been drastically affected. As such we need your help. If you can support our news sites/magazines with either a small donation of even £1, or a subscription to our magazine, which costs just £33.60 per year, (inc p&P and mailed direct to your door) your generosity will help us weather the storm and continue in our quest to deliver quality journalism. As a subscriber, you will have unlimited access to our web site and magazine. You'll also be offered VIP invitations to our events, preferential rates to all our awards and get access to exclusive newsletters and content. Just click here to subscribe and in the meantime may I wish you the very best. Share