BrandAlley snaps up Surfdome owner, saving over 125 jobs

UK e-retailer BrandAlley has announced the purchase of certain assets of Internet Fusion Group, which owns Country Attire and Surfdome, saving the group from administration.

The move is supposed to make the firm’s operations “more cost-effective”.

On top of acquiring IFG’s intellectual property across multiple domains, BrandAlley will also gain access to the logistics operation and customer service division out of administration, saving over 125 jobs.

BrandAlley will deliver customer orders currently with carriers, but it will not trade from IFG domains and will not be purchasing IFG’s existing payables or stock.


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Rob Feldmann, CEO of BrandAlley said: “The IFG customer is very much aligned to our existing customer profile and the acquisition will enhance our existing operational structure to deliver the best possible service for our members. We look forward to welcoming over 125 new employees from IFG to the BrandAlley family, all of whom will be key in driving our exceptional customer experience.”

In March, Internet Fusion Group has drafted in professional services firm FRP Advisory to work on an emergency sale process. Surfdome’s parent company was allegedly attempting to identify a buyer and secure a transaction within days.

BrandAlley was founded in 2008 as a members-only marketplace.

Following 15 years of trading, the e-retailer has made multiple acquisitions including Achica, Cocosa, Lombok and BrandAlley France.

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1 Comment. Leave new

  • Saving 125 jobs, doesn’t mention the 180 that have been made redundant today & we found out from Drapers rather than IFG! It’s been handled absolutely disgracefully, no consultation with colleagues or notice given. 3pm, you’re all made redundant effective immediately. 8 years i’ve put into IFG, absolutely gutted.

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