US online private Sales site Zulily has launched in the UK today.

Former Monsoon digital boss Kristine Kirby is managing director of the UK site, which specialises in baby and children’s products including clothing and toys.

The website will have between five to 10 daily Sales events which last up to 72 hours. Members of Zulily can take advantage of discounts of up to 90% on branded products.

The launch comes as maternity specialist Mothercare continues to struggle in the UK. The retailer is set to close 110 out of its 373 UK shops in the face of declining like-for-like sales and has also put 160 head office staff into consultation.

In the US, Zulily has more than four million members. It is backed by a trio of private equity firms including eBay investor Maveron. Facebook-backer Meritech ploughed $43m (£27.5m) into the business last August in a deal that valued it at more than $700m (£449m).