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.
