E-tailer Brand Alley’s new chief executive Rob Feldmann has set out plans to change the year-old private sale site to appeal to more customers.

He said that although the site now has more than 1 million registered users, private sales – in which only invited shoppers can participate – have not yet taken off in the UK as they have in France.

“We want to explain that we are a home of designer brands,” said Feldmann. “Initially we had a real fashion focus but are going to move to a more brand focus and to more homewares.”

He added that the business, which is 50 per cent owned by News International in the UK, is likely to be just the first of many retailer tie-ups with media businesses. As media companies battle to cope with declining advertising revenues, Feldmann said retail partners such as Brand Alley and rival Cocosa can help them build up a better understanding of consumers from shopping habit analysis.