BrandAlley, the UK discount fashion and homeware website, has collapsed into administration after nearly two decades of operation. The company, known for offering up to 80% off designer brands through flash sales, has been sold to a new entity, BrandAlley International Limited, in a pre-pack administration deal.
Joint administrators Kiri Holland and Danny Dartnall from BDO were appointed on May 29. Of the 163 employees, 83 have been retained to facilitate the sale, 60 will stay temporarily for the handover, and 15 were made redundant. The remaining 75 staff are set to lose their jobs.
Customers can continue to shop on the site as normal, with existing orders, returns, and refunds being handled by the new company. The average order value exceeds £100, and the site runs dozens of flash sales daily across over 1,000 brand partners.
BrandAlley had explored alternative options, including a full or partial sale, after hiring advisory firm Interpath. It initially sought to raise debt before finding a buyer.
