BrandAlley sold in pre-pack deal

The site, which has partnerships with more than 1,000 brands from Dolce & Gabbana to Dyson, specialises in frequent sales and has about 480,000 active customers.

Joint administrators at BDO said they had completed a pre-pack sale of the company’s business and some of its assets to a purchaser, which will be called BrandAlley International Limited.

Of the online retailer’s 163 employees, 15 employees were made redundant on appointment while 88 will be retained as part of the transaction.

The remaining 60 will stay on a short-term basis to assist the transfer to new ownership.

BDO said it is expected that customers will be able to continue purchasing from BrandAlley as normal, with existing orders and refunds to be honoured by the purchaser.

Kiri Holland, one of the joint administrators, said: “The company has faced financial difficulties in recent periods due to a challenging economic climate and a number of exceptional costs.

“We are pleased to have been able to sell the business and protect the jobs of more than half of the company’s employees, whilst ensuring existing orders, returns and refunds can be fulfilled.”