Private sales etailer Brand Alley has introduced a section on its website that allows shoppers to decide what products will go on sale.

The section, called Le Lab, launches today. It allows designers to create their own profile to showcase collections. Brand Alley has 2 million members in the UK, who vote on which items they like. If a design receives 2,000 votes, then the item will be put into production and sold.

Five designers are currently registered to the site, including Gold Son and Belles of London, but there is no limit to how many can join.

Last September Brand Alley, which is 49% owned by News International, tested the idea in collaboration with not-for-profit organisation Fashion Enter, with a competition to find the perfect Little Black Dress. 10 designers’ dresses were sold on the website after being voted on. Marketing director Melissa Littler said the popularity of particular categories or styles could influence buying decisions in the future.

Similar ideas have been used at US website, which gives users a chance to invest in up-and-coming designers at New York Fashion Week, and at US vintage etailer ModCloth, where shoppers choose which clothes get produced.