Weird weather a boon for BrandAlley

  The recession, a wiretapping scandal and several months of unusually cold weather is not like the perfect place to have a successful high-end fashion seem to build ingredients. But BrandAlley, the discount fashion chain, think TK Maxx without seemingly chaotic feeling has achieved all this.

The site, which now boasts amazing Vivienne Westwood corners and Hunter Wellies less than half the price, was once part of News International. But this year it was bought by former NI executives, after he was on the sidelines of a media group on the arrests of journalists and the closure of the News of the World.

BrandAlley News International has called into life in 2008 as part of a portfolio of growth companies, with Rob Feldmann, former director of mergers and acquisitions, the company owned by Rupert Murdoch at the top.

But as arrests mounted and former News International chief James Murdoch resigned BrandAlley is the scope of business plans, which had included with discounts and incentives to its new subscribers after the paywall.

Feldmann said: "With everything that happened with News International - the change in direction and the problems they have had in the UK - BrandAlley simply was not a priority of management, not more."

Is completed with the acquisition of several million pounds, the company is to start from their offices in Wapping Ni, a new life in West London.

Feldmann found that while rich people can afford luxuries like a Chanel handbag, the desire to find a bargain that is for all income groups.

At the same time, great discounts are available for most brands

Buyers. BrandAlley - and rivals like Cocosa and The Outnet, the end of Off-Net a Porter - taps into this rich vein Offer Shares hotline end brands with discounts up to 80%.

Feldmann strives off of the company from the comparison with TK Maxx, where he believes that the workshop can be a "total mess." Keeping up appearances as a chic upscale retailers, his company is in full marketing campaign, not only plastering ads in fashion magazines and the pipe, but also sponsoring a garden at the Chelsea Flower Show this week.

Feldmann said: "The recession has caused people to be more careful with their money, and they could afford a handbag expensive, they are much wiser with how to spend it.

"Even if we (GDP) of 0.3% had mortgage people do not fall, they will not be more money in your pocket, and it will continue to be sensitive to how they spend their money."

While mass-market sites such as Marks & Spencer focus on providing overnight delivery, Feldmann said that if a customer they will receive a Mulberry handbag at a discount of 50% to be willing to wait three weeks to delivery.

The arrangement is a win-win for designer discount sites such as BrandAlley houses and high-end fashion, because instead of sitting on the additional storage, taking up valuable space in halls or sit unsold sales on track, BrandAlley can have thousands of products in Flash 4 days sale at reasonable prices.

Last month, an agreement with SuperDry sale of shares, end of the line 18,000 products sold by BrandAlley saw in four days, while a lot of Ray-Ban 5000 sunglasses shifted 50% in three days.

And while competing retailers accuse Weather weak sales - Next, Debenhams and Marks & Spencer have all the cold in recent months accused - BrandAlley welcomes rain in May or mild Indian summer in September.

Melissa Littler, marketing director and co-owner, said: "unusual weather conditions can really play in our favor.

"We sold more drivers in the snow in March, we have done during the mild autumn. Meaning bad weather we can go brands, ask if they have left over stocks from last winter and they look forward to this sale because it's not for them to possible get them in the stores. "

Previously brands had little choice but to change additional shares. You would be taken to the sales racks in stores, at the risk of attracting buyers away items at full price, or to sell to a third party retailers who do not believe do with high-end brands with reverence branded justified in general.

Feldmann said: "I went to TK Maxx stores Hammersmith and it was a total mess when I was a CEO brand with my bed, then I would have been horrified.".

The success BrandAlley seems to be growing. With a turnover of £ 33 million this year - an increase of 14% compared to last year - the company is on track to break even this year.

And driving rain in London on Friday showed the love of the company of the weather in more ways than one, as the garden at Chelsea - who won a gold medal in the Garden Fresh - got a deserved irrigation.