In a strategic move aimed at expanding its operations and improving efficiency, members-only marketplace Brand Alley has acquired certain assets of Internet Fusion Group (IFG) through a pre-pack administration deal. IFG, the parent company of popular e-tailers Country Attire and Surfdome, will now be under the control of Brand Alley. Along with these brands, the deal also includes the acquisition of IFG’s logistics operations and customer services division. This move is seen as a key opportunity for Brand Alley to strengthen its infrastructure and streamline its operations.

Although Brand Alley will ensure that customer orders currently in transit will be fulfilled, it will not be conducting business through the domains previously operated by IFG and has not taken over the existing stock. Despite this, the acquisition has safeguarded more than 125 jobs, although this only accounts for half of the previous IFG workforce.

Rob Feldmann, CEO of Brand Alley, stressed the alignment between IFG and Brand Alley’s customer profiles. He believes that this acquisition will enhance the company’s operational structure, allowing them to provide an even better service to their members. This latest acquisition comes on the heels of Brand Alley’s previous successful ventures, which include the acquisitions of Achica, Cocosa, Lombok, and Brand Alley France. These strategic moves have propelled the company’s growth trajectory.

Useful links:
1. Brand Alley
2. Country Attire