Privalia to sell its German platform Dress for Less

The Spanish label, Privalia, is leaving the German market. The company plans to sell  the German website in a deal that will allow the brand to take advantage of its growth potential, said the company’s CEOs.

The Barcelona-based e-tailer wants to focus on its business in already established markets, such as Italy, Brazil and Mexico. Lucas Carné, co-founder of Privalia, admitted that the investment in Dress for Less did not turn out as expected.

The Catalan company acquired the Frankfurt-based online e-commerce site Dress for Less in 2011. The divestment follows a series of strategic moves the company has made to withdraw from ventures not related to the fashion industry.

Privalia's turnover reached €188 million during the first quarter of the year, up 22% from the same period last year. Between 2011 and 2014, monthly visits to the site have increased from 2 million to 4 million visits, while its visits per user have grown to 8.9 per customer per month.

The company also generates 58% of its sales through mobile phones.