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BrandAlley widens range through launch of outlet site

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Private sales retailer BrandAlley.co.uk has launched a new discount Outlet site to trial new product areas from gifting to books.

The company says the launch of the site answers demand from customers to stock goods such as denim and hosiery alongside its daily private sales. It will also use the site to test and expand new product areas, which it says may also include gifts, sports equipment, wine and books.

The new site operates as an online catalogue, and means goods are available to be bought immediately, with delivery in two to four days.

“We are responding to demand from our customers to have stock on offer constantly alongside our daily sales,” said marketing and PR director Melissa Littler. “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.”

BrandAlley says testing of the Outlet over the last two months has found that shoppers’ basket size and time spent browsing onsite have increased as a result. It forecasts that Outlet sales will account for around 20% of its sales by the end of the year.

Littler added: “Flash sales remain core to our business model but Outlet will be a great addition to complement our sales and add an extra offering for both our members and the brands we sell on our site.

“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 and now has 2.5m members. In 2011, its sales rose by 60% to £29.8m.

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