Brand Alley buys Surfdome and Country Attire out of administration

By

Sandra Halliday

Published
May 1, 2023

Members-only marketplace BrandAlley, the flash sales-focused off-price e-tailer, has acquired “certain assets” of Internet Fusion Group (IFG) in a pre-pack administration deal.

IFG had been working with FRP Advisory since last month to find a buyer for the business.

The e-commerce business owns premiums e-tailers Country Attire and Surfdome with the new owner saying the deal was a “significant strategic opportunity to enhance BrandAlley’s infrastructure,” and to make its operations more cost-effective with such efficiency a key focus for retailers these days.

As well as the two brands, the deal includes the logistics ops and customer services division, with over 125 jobs saved, although this only adds up to half the existing IFG workforce.

However, while BrandAlley said customer orders currently with carriers will be delivered, it won’t be trading from the domains run by IFG and hasn’t bought existing stock.

BrandAlley’s CEO Rob Feldmann highlighted the similarities between the business saying: “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.”

Fifteen-year-old BrandAlley has also acquired Achica, Cocosa, Lombok and BrandAlley France in recent years and said that it’s currently growing after those takeovers.