The UK operation is backed by a multimillion-pound investment from media giant News Corporation. The retailer plans to build revenues of up to£60 million in five years.
Founder and chairman Sven Lung said: “We want to build a community of fashion addicts.”
The site will allow shoppers to register to become a member throughout February, after which members will be recommended by invitation only.
Products are sold on the web site via scheduled sales, which members are alerted to by e-mail. This year, there will be about 100 private sales offering discounts of between 30 and 70 per cent. Brands on board include Paul Smith, Diesel and Simon Carter.
Lung said: “This is a good way for brands to get rid of excess stock without damaging brand image.”
The UK operation is headed by sales and merchandising director Bunty Stokes. She has previously worked with TK Maxx for more than 10 years.
In France, Brand Alley has about 1.8 million monthly users and is aiming to attract 1 million members in its first year, raising this to 4 million within its first four years of trade.
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