Brand Alley sales soared 60% in its full year to December 31, 2011.

Revenue rose to £28.9m over the year, driven by its growing customer base. Member numbers jumped 43% in 2011 with 160,000 new customers joining the private sales site.

The etailer, which sells luxury fashion, beauty and homewares at discounted prices, is targeting a 40% sales uplift in its current year.

Brand Alley chief executive Rob Feldmann said: “Our ongoing growth has been driven by the consumer need for value, quality products at a great price. The emergence of the savvy shopper certainly shows no sign of declining with the ONS recently confirming that one pound in every ten is now spent online.”

Social media generated 5% of revenue in the final quarter of last year, with £450,000 of sales coming from Facebook.

The retailer, which launched a mobile-friendly site in February this year, expects 20% of sales to come via the channel.