Brand Alley has launched a new discount Outlet selling products such as gifting, wine and books which it expects will account for 20% of sales by the end of the year.

The Outlet, which acts as a constant online catalogue, will run alongside its private sales. The retailer currently operates five to six new sales each day with up to 70%off products across fashion, beauty, homeware and lifestyle.

The Outlet answers a growing demand from Brand Alley members to have essentials such as denim and hosiery available from the site according to the etailer.

It has been testing the Outlet model for the last two months and has found it has increased both basket size and browsing time on site.

Brand Alley marketing and PR director Melissa Littler said: “We are responding to demand from ourcustomers to have stock on offer constantly alongside our daily sales. There is a permanent need for items such as hosiery or certain homeware items which means we can tap into members’ immediate needs as well as responding to their impulse purchases.”

Littler assured that flash sales was still core to its business model which Outlet would complement.

She said: “Already we have seen basket sizes grow 10% with members buying a mix of products from the daily sales and our Outlet.”

BrandAlley, which was launched in the UK in 2008, is considered the leading private sales site in the UK with sales in 2011 soaring 60% to £28.9m.