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A new flash sale website has launched with a focus on children’s toys, equipment and clothing as well as maternity products. says it has signed up thousands of new members since its launch last month. is led by chief executive Rachel Oxburgh, an experienced digital consultant and strategist and mother of two boys, and backed by entrepreneur John Heseltine, of retail brands Cherrygood and Love Juice, and marketing professional Christian Lindstrom.

“We have been through a decade where internet retail was pretty much catalogue sales done online,” said Oxburgh. “This is changing rapidly and the flash sale model is disrupting the retail scene. Flash sales allow brands and retailers to sell through their stock to targeted members and to give members very large discounts on high street products.”

Oxburgh says that sales via the website “support rather than threaten existing retail channels.” She said: “Our brand partners tell us that traffic and sales at their own website increase during and after Casabu events. This buzz creates just the uplift that brands need in the current retail climate.”

She says the model works for suppliers because it gives them control the stock they sell and gives them the ability to reach a wide but focused customer audience.

“Our members tell us they love being able to access fantastic savings on big brands and the latest cool and up-and-coming products without having to trawl round the shops,” said Oxburgh.
”We send them daily reminders via email or a mobile alert when new events are about to begin and pride ourselves on our customer service.”

Brands that have already featured on the site in sales ranging in duration from 72 hours to seven days, include Their Nibs, nursery brand J-J Cole, baby playtime brand Infantino, and Denmark’s Serendipity Organics Baby clothing.

Fiona Bell, founder of Their Nibs which specialises in children’s and baby clothing, said: “We’re showcasing our beautiful clothes exclusively with Casabu and have been delighted with the brand exposure.

“The site gives us a chance to promote our products and collections to a whole new audience. We’ve been so pleased that we’ve just finished a second sale and are planning a third.”

Customers can access Casabu through their PC, mobile devices or through Twitter @casabu_tweets. is a new entrant into a UK market that already includes names such as BrandAlley, Vente Privée, SecretSales and homewares specialist Achica. US private members site Zulily also recently launched a UK site in the children’s equipment market.

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